Roussillon is home to a rich and diverse winemaking tradition, shaped by its Mediterranean climate, complex terroirs, and deep-rooted viticultural heritage. The wines—both dry and fortified—offer remarkable diversity that appeals to different markets.. As global wine trends shift and consumers seek authenticity and character, Roussillon’s producers are working harder than ever to ensure their wines gain the recognition they deserve.

Eric Aracil, Export Manager for Wines of Roussillon (CIVR), leads this effort, advocating for the region in key international markets and ensuring its unique identity remains intact. In this conversation, he discusses the region’s evolving global presence, the role of research and innovation, and the challenges of expanding into both established and emerging markets.

Image: Eric Aracil with Malvika Patel at Wine Paris 2025.

Roussillon is often seen as one of France’s hidden gems when it comes to wine. How do you see its identity evolving on the global stage, and what steps is the CIVR taking to enhance its international reputation?

We work hard all year with our partners to highlight our region in trade fairs, in B2B, in education, and of course in the media and social media. We are pushing the reality of our DNA every time possible, without letting down any opportunity.

Which export markets are currently the most significant for Roussillon wines, and how is the CIVR working to strengthen Roussillon’s presence in these key regions?

Europe (Germany, Belgium), China, UK, USA, Canada. We organize tasting meals, B2B with producers, education for sommeliers, taking part in Trade Fairs, wine competitions, etc. In these countries, it is important to help the producers/wines available in the market + importers to sell easily, but also to permit other producers to enter the market.

Image: Eric Aracil presenting a Masterclass at USA Trade Tasting 2022.

Beyond the established markets, which emerging markets hold the most promise for Roussillon wines, and what specific promotional activities are you implementing to introduce them to new consumers?

For Roussillon, it is not easy to say that we are in front of an established market…we always need to work hard everywhere! For example, we are still working in the UK, looking for new consumers. The activities remain the same (education, B2B, Press trips, etc.) But to finalize the answer, we still look towards “emerging” markets. We plan to work next year in Mexico.

Roussillon’s terroir allows for a remarkable diversity of wine styles, from dry reds and whites to Vins Doux Naturels. Are there particular styles or grape varieties that you believe have the most untapped export potential?

‘Untapped’ is perhaps not a good qualifier. Thanks to the diversity of terroirs, the climate, and the know-how… we have a lot of possibilities to show the best grape varieties which are sometimes little considered elsewhere. For example, the full families of the Carignan, Grenache, and Muscat, but also the Macabeo or the Mourvèdre (Mataro). 

We have an international “European program" in partnership with the Garnacha Association (mainly Aragon region) dedicated to Grenache varieties, running in Asia (China, Japan, South Korea, and Taïwan) with new countries in projects for the future.

Image: A team of 20 importers and media, led by Eric Aracil, director and export manager of Vins du Roussillon, made in-depth visits to many of the production basin’s unique vineyards. Source: Reach for Roussillon.

What role does research and innovation play in the CIVR’s strategy for maintaining quality and ensuring Roussillon wines remain competitive in a changing global wine landscape?

This topic needs to be one of the pillars of an Interprofession. The CIVR was certainly the first interprofession in France to create a specific place for viticulture and enology research. So we still go on with the work, because we are always involved in the issues and the challenges for our producers. Nowadays, our work is carried out in collaboration with the Pyrénées Orientales Chamber of Agriculture and the Rivesaltes Agricultural High School.

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Conclusion:

Roussillon’s presence in international markets is steadily growing, supported by ongoing efforts in education, trade engagement, and collaboration with producers. While breaking into new markets requires persistence, the region’s diversity of wine styles and long-standing winemaking expertise provide a strong foundation for future growth. As Aracil highlights, the work is ongoing, but Roussillon’s wines have the quality and character to earn their place on more tables around the world.

In conversation with Malvika Patel, Editor and VP, Beverage Trade Network

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