Rosé has unequivocally become the wine of summer, but it wasn’t always that way. Over the last century, rosé has been rising in popularity but it wasn’t until the last two decades that the celebrated wine category grabbed the attention of American consumers. It’s now everywhere you look.
Pages of wine lists are dedicated to it and featured walls of it can be found at almost every wine shop. It’s plastered across social media, with influencers profiting from promoting it to even releasing their own labels. What’s contributed to its rise and what’s next for the beloved category? As summer kicks off, let’s take a deep look at the state of rosé in 2023.
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The Rising Popularity of Rosé
Rosé wines have been produced since ancient times. In the 6th Century B.C., the Phoenicians brought grapevines to Massalia (now Marseille) in southern France, where the light pink wines that were produced quickly became a popular choice throughout the Mediterranean.
In 1869, the El Pinal Winery in Lodi, California produced the first iteration of rosé in the United States from the Zinfandel grape. More than 100 years later, the Trinchero Family Estates created the first modern white Zinfandel under the Sutter Home label. It was a cultural hit throughout the ‘70s, ‘80s and ‘90s.
In the early aughts, consumers in the U.S. began to develop a taste for rosé. Only 17,500 cases of Provence rosé were imported into the country in 2001. That number jumped over 7,100 percent in 15 years. In 2006, Whispering Angel, from Chateau d’Esclans in Provence, made its debut to American palates, becoming a cult hit and best seller. In fact, it remains a top seller in the Provi marketplace today. So what's driving its rise?
There are several factors contributing to the rise in popularity of rosé. One of the most significant factors is social media's influence. Trending brands and Instagram have fueled rosés' phenomenal growth rate in the U.S. market in recent years. Between National Rosé Wine Day, the infectious hashtag #roseallday and a litany of social media influencers have driven the category to new cultural and sales heights. In a recent report by bw166, a global market research firm for alcoholic beverages, U.S. rosé sales volume jumped by an astounding 1,433 percent from 2010 to 2020.
Source: BW166 — U.S. Rosé Wine Sales over $7 in 750ml - 9l Equivalent from 2010 to 2020
Today, rosé accounts for 9 percent of global still wine consumption according to IWSR Drinks Market Analysis.
When asked what all has contributed to rosés' global rise, Elizabeth Gabay, MW, a global expert on rosé told Forbes, “I don't think there is any one reason; it is one of those events where the stars align,” said Gabay. “I really do think the rise of Instagram from 2010 was very significant. The elements that always seem to come in focus is that the color is pretty, and it is an easy wine to understand…”
With Instagram, consumers are exposed to photos and videos of rosé being enjoyed in beautiful settings, which has created a desire among consumers to try it out for themselves.
Gaby agrees. “It also appeals to people who can drink a glass in the sunshine and fantasize that their life has some glamour.” Marketers, including celebrities, have understood all of this and played on the image.”
Rosés' rise also has to do with the rise in quality, too. “Today I would say the rise in the quality level in rosé production has been enormous,” adds Gabay. “By quality, I mean wines which are fresh, clean, with some fruit and good acidity versus vast amounts of rather rustic rosé.”
This is on par with what consumers want. Consumers are now looking for lighter, refreshing, and easy-to-drink wines, which perfectly describe rosé. It’s also incredibly versatile. Rosé is a perfect accompaniment to a variety of foods, including salads, seafood and light pasta dishes making it an ideal wine for many consumers.
Emerging Regions and Varietals
Rosé wine is produced in many regions worldwide, but some of the major ones include Provence in France and is still the most popular type of wine produced. Other regions include Tavel, Rioja, and Navarra in Spain, and California, Oregon and Long Island, New York in the United States. These regions are known for producing high-quality rosé wines that are enjoyed by many people around the world.
The characteristics and styles of rosé vary depending on the region in which they are produced. For example, rosé wines from Provence tend to have a pale pink color and a light, refreshing mineral-driven taste with notes of strawberry, raspberry and citrus. Spanish rosé wines, on the other hand, tend to have a deeper color and a more complex flavor profile with notes of cherry, plum and spice. Rosé from California and Oregon tend to be fruit-forward with notes of strawberry, watermelon and peach.
The flavor profiles of rosé are influenced by both local terroir and winemaking techniques. For example, grapes grown in sandy soil tend to produce wines that are lighter in color and have a more delicate flavor profile whereas grapes grown in limestone or volcanic soils like those of Provence and Oregon’s Willamette Valley, provide good drainage, retain moisture and add minerality, contributing to the development of complex flavors and aromas in the grapes.
Winemaking techniques also play a role in the flavor profile of rosé. For example, the length of time the grape skins are left in contact with the juice can impact the color and flavor profile of the wine. Additionally, some winemakers choose to age their wines in oak barrels which can impart additional flavors and aromas to the wine whereas aging in stainless steel tanks puts the focus back on the natural flavor of the grapes.
Emerging Trends in Rosé Wine
With the many varieties of terroir and production methods that contribute to rosé, there are clear trends emerging that many producers are taking note of or implementing across the world.
Organic and sustainable practices in rosé wine production
As consumers become increasingly conscious of the environmental impact of their choices, the wine industry has responded by implementing more sustainable practices in production. Rosé, in particular, has seen a significant shift towards organic and sustainable methods. These practices not only benefit the planet but also result in higher-quality wine.
Organic farming eliminates the use of synthetic pesticides and fertilizers, instead relying on natural alternatives such as compost and cover crops. This approach not only protects the soil and surrounding ecosystem but also creates a healthier grapevine. Sustainable practices go beyond organic farming and aim to create a holistic approach to winemaking. This includes reducing water usage, using renewable energy sources, and decreasing waste.
Winemakers who embrace organic and sustainable practices often find that their wines have a more nuanced and complex flavor profile. This is due to the fact that the grapes are able to develop more fully without the interference of synthetic chemicals. Additionally, these wines are often less processed, resulting in a more natural and authentic taste.
Blurring the boundaries: innovative blends and experimentation with grape varieties
As winemakers continue to push the boundaries of what is possible in the vineyard, the world of rosé is seeing some exciting experimentation with grape varieties and blends. Traditionally, rosé has been made from a blend of red and white grapes, with the focus on creating a light and refreshing wine. However, winemakers are now exploring the potential of blending lesser-known grape varieties or even creating rosé from a single grape variety.
This experimentation has resulted in some truly unique and exciting rosé wines. For example, a blend of Grenache and Syrah can create a rosé with a deep pink color and bold fruit flavors. A rosé made from the Mourvèdre grape can have a more savory and spicy profile than traditional light and fruity rosé.
The role of rosé wine in lifestyle and culture
Rosé wine has become more than just a summer drink. It now holds a significant place in lifestyle and culture. For many, rosé is associated with leisure, relaxation and summer activities. Its light and refreshing taste make it the perfect drink to enjoy on a warm day with friends. This is why the drink has become a staple at picnics, barbecues and outdoor events.
Rosé wine has also become a symbol of sophistication and modernity. Its popularity has increased in recent years, with more people choosing it as their drink of choice. It’s no longer seen as a lesser wine; instead, there is a surplus of premium rosé in the marketplace as more producers turn their attention to the emerging category. Although it's been historically left out of the aging conversation, many proponents of rosé are calling for more wine enthusiasts to make room in their cellars for it.
Social media has been a key driving factor in rosés' rise to fame. Instagram was one of the first social media platforms where users began promoting rosé as more than just wine, but a way of life. Case in point: Yes Way Rosé. What started in 2013 as a catchphrase on an Instagram account has since bloomed into one of the most successful wine startups in recent memory.
Yes Way Rosé's Instagram account.
In addition to being a summer drink, rosé wine has also been incorporated into cocktail culture and mixology. Bartenders are now experimenting with different ways to incorporate rosé into their cocktails, creating unique and flavorful drinks that appeal to a wider audience. Rosé wine spritzers and sangrias have become popular drinks at bars and restaurants, but it is Frosé that’s taken the world by storm.
Sparkling rosé: the fizzy revolution in the rosé category
Sparkling wine has long been associated with celebrations and special occasions. However, sparkling rosé has become increasingly popular as an everyday indulgence. In the early 1980s, less than two percent of Champagne production was rosé. In 2021, that figure rose to nearly 11 percent. This fizzy revolution has led to a wide variety of styles, ranging from sweet and fruity to dry and complex.
Beyond the bottle — alternative formats and packaging shape rosé trends
Canned wine is growing exponentially around the world. In the U.S., it’s one of the most rapidly growing segments of the wine industry. Volume sales in Nielsen-tracked channels reached $253 million in the 52 weeks ending March 20, 2021, up 62 percent over the previous 12 months.
Rosé is part of this fast-growing segment. The format has many benefits. It’s a fun, approachable way to consume it, removing the formality that can often be attributed to wine. It’s also highly convenient. As social gatherings boom in the post-pandemic world, more and more consumers gravitate to canned beverages for this reason.
Its growth comes in tandem with the increasing popularity of RTDs and canned Hard Seltzers, especially among Millennials and Gen Z consumers. In 2021, there were at least 580 wineries offering more than 1,450 canned wine SKUs. Today, that number has almost certainly increased today and is expected to continue in the years to come.
Rosé in the Provi Marketplace
Although it can (and should) be drunk year round, rosé expectedly sees an uptick in consumer demand as the mercury climbs. Here’s how the category is trending in Provi’s marketplace. A
Analyzing marketplace data from April 2023 - June 12th, 2023: Wine —and Rosé, in particular — is trending up. While the wine category experienced the largest market share growth across categories, increasing by 0.56 percent in this period, rosé is trending faster than any other wine type in the category, growing +1.25 percent.
Of the top five fastest-growing wine types, three are rosé. They include the fastest-growing, Rosé Blend, which increased market share by +0.94 percent, followed by Provence Rosé (+0.58 percent) and Sparkling Rosé (+0.39 percent) taking the fourth spot.
In the Provi marketplace, the trending rosé product lines include:
- Chateau d'Esclans Cotes de Provence Whispering Angel Rosé
- Chateau Minuty Cotes de Provence M Rosé
- Domaine Ott Chateau de Selle Rosé
- Saint Aix Coteaux d'Aix-en-Provence AIX Rosé
- Yes Way Rosé
- Chateau d'Esclans Coteaux d'Aix-en-Provence The Beach by Whispering Angel
- Wolffer Estate Rosé Wine
- Mi Mi en Provence Cotes de Provence Grande Reserve Rosé
- Gerard Bertrand Languedoc Cote des Roses Rosé
- Domaine de l'Abbaye Clos Beylesse
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A Bright Future for Rosé
Overall, rosé has become more than just a drink; it’s become a cultural phenomenon. It has found its place in lifestyle and culture well beyond the bottle. Whether enjoyed on a warm summer day or incorporated into a cocktail or can, it’s clear that rosé is here to stay.
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