I’ve recently attended the Rose wine Panel led my Christy Canterbury, MW, with panelists: Erica Duecy of Seven Fifty, Heini Zachariassen, founder of Vivino, and Brice Eymard, Directo of Wines of Provence. It’s been an interesting conversation, and I thought I’d like to share with you guys some of the key points and trends from that discussion. Plus, it’s National Rose Day! So, I hope you’ll open your favorite bottle of rose and enjoy the reading.
Here were my Top Five Takeaways:
Rose wine is here to stay
The consumption of rose wine in France tripled during the last 25 years. In fact, one in three bottles of wine purchased in France is a bottle of rose. According to Vivino app, rose wine was the fastest growing wine type in the US in 2018, both in market share and Year-Over-Year growth – 13.64%. Just to compare, sparkling wine YOY Growth was only 3.12%, both red and white wine even had slightly negative growth. In terms of production, France is the biggest rose wine producer nowadays, but the US has a big potential to challenge it, especially if the demand is so big.
There is a big diversity within the rose wine category
Rose became a cultural phenomenon, especially among Millennial consumers. There is a huge proliferation of rose products across the category – said Erica Duecy of Seven Fifty – pink gins, pink vodkas, pink ciders, even pink beer.
Many rose wines have good aging potential.
The idea of rose wine is to have something fresh and fruity to drink during warmer months of the year. The juice has no contact with oak (aged in steel vats) and less contact with the grape’s seeds and skin (low tannins), meaning the rose wine is less age-friendly in general, but the acidity is high enough to hold the time. So, rose wine is meant to be consumed within one year or two, but it doesn’t mean you can’t keep it longer. There are appellations, like Bandol, for example, that produce more age-worthy rose wines. I’ve tasted 2016 rose from Provence, and it developed wonderfully, showing notes of mature fruit and more depth.
There are seasonal consumer buying patterns with rose wine.
Even though, the perception of rose wine is shifting towards drinking rose all year-round, and there is a clear evidence of that in warmer states like Florida (based on Vivino statistics), northern states, in contrast, have a seasonality factor. (People drink more rose only during warmer months, from April to September).
The demand for rose wine is growing, so is the production.
The demand is clearly growing, so is the production. Rose wine is very profitable – it’s a fast cash for the wine producers, and a great way to insure against bad weather conditions. Producers are going to experiment more with new grape varieties and winemaking processes (carbonic maceration, aging in concrete, crafted rose wines, more high-end wines) to satisfy the demand of the modern wine drinker (who is getting more and more sophisticated). Global climate change will be forcing wine industry to adapt to more sustainable practices (19% of grapevines in Provence are certified organic already, up 65% in the last six years).
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