As the birthplace of rosé, Provence has been leading the dry rosé category in the U.S. for more than a decade thanks to the emblematic brands and smaller producers who have been driving the diversification and premiumization of the category through their unique know-how and vision. The booming demand for rosé brought new competitors trying to emulate the Provence rosé style. Provence winemakers, in their permanent quest for excellence, worked hard to adapt to new challenges and reduce their environmental impact with innovative practices, reinforcing their position as the true owners of their category. Why You Should Attend: