In February 2020, Cru Tavel made its founding call: “Terroir Rosés, unite!”, considering that rosé has become a wine in its own right but has yet to find its place in the world of terroir wines and that there are more terroir rosés today, but that their visibility and perceived value remain insufficient. In the months that followed, a pioneering group of winemakers was formed with the ambition of supporting and even accelerating the recognition of terroir rosés. On the 19th of March 2021, the AIRT was created in Tavel by several dozen winemakers from all over France, with the objective of favouring the creation, enhanced value and development of a genuine market segment dedicated to this type of rosé.

Today, there is clearly a new dynamic, with many new candidates eager to join the AIRT. In the space of two years, some fifty winemakers have applied, and this is only the beginning. There are now 42 winemakers in the association, versus 28 when it was founded (+50% in the last two years). 39 hail from all over France and 3 from Italy. Iconic terroir rosés have joined, alongside a new generation of winemakers. To date, 45 cuvées are AIRT members. The association considers that a terroir rosé must be qualitative, complex but also striking and original, thanks to its natural location (specific features) as well as to its winemaker (personality, talent).

This dynamic is a game changer in the world of rosé wines. For terroir rosés, both supply and demand are growing in France and on a number of foreign markets (in particular in the United States), in addition to a demand for trendy rosé wines that began in the 2000s. Gradually, great chefs are joining the movement. Almost every month, a new chef works with their sommelier to imagine an “Experience” based on terroir rosés. Starred chef Nicolas DURIF from the Hysope restaurant in La Jarrie (Charente-Maritime, France) is really passionate about these rosé wines and has become the emblematic pioneer of the “terroir rosés, rosés for chefs” approach. Wine merchants, chefs and other inquisitive and forward-thinking prescribers are now entering the terroir rosé community.

To support this dynamic, the AIRT even validated the creation of the world’s first cellar dedicated to ageing of terroir rosés on the 13th of December 2022. Each year, members of the association will cellar a few bottles of their new vintages. Regular tastings will allow them to monitor the potential of these rosé wines over time. By means of an allocation system, partner chefs and wine merchants will be able to keep their selection of “collector rosés”.