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 some twenty 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 3 years, some 80 winemakers have applied, and this is only the beginning. There are now some fifty winemakers and cuvées in the association, from France, Italy Spain and Italy. Iconic terroir rosés have joined, alongside a new generation of winemakers. 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. Journalists, sommeliers, chefs, wine merchants, distributors and importers are gradually taking an interest in this new theme, as demonstrated by the success of the « rosés de terroirs experiences » organized by AIRT since January 2023.

On December 13, 2022, the AIRT even approved the creation of the world’s 1st cellar dedicated to the ageing of terroir rosés. Starting in 2024, members of the association will deposit a few bottles of their new vintage in the cellar. Regular tastings will then enable the potential of these rosés to be monitored over time. Even better, AIRT’s partner chefs and wine merchants will be able to keep their selection of « collector’s rosés » in the form of allocations.