French Rosé Finds Fame and Fortune in the United States.
Sales of rosé wine shot up 53% in the United States. The reasons for this record growth can be found in the aggressive marketing strategies employed by winegrowers from Southern France. It has to be said that rosé wine has not always had the best reputation. The go-to rosé in the United States was long White Zinfandel. American producers are currently trying to remedy the negative image of White Zinfandel and are drawing inspiration from French winemaking techniques.
The boom in rosé is also driven by derivative products. These marketing techniques have contributed to the rise in the popularity of rosé among younger consumers, particularly women between the ages of 28 and 33*.
Third of all bottles of rosé sold in the United States are produced on American soil
Half of all bottles of rosé sold in the United States are imported from France, but another third of them are produced on American soil. Wines from the regions of Provence- Alpes-Côte d’Azur and Occitanie are still the market leaders but some U.S. rosés now offer the same quality as French wines.
Rosé wine is a summer drink par excellence, and the second Saturday in June was even named National Rosé Day by American marketers.
By David BECK
Director at WINE ANALYTICS
Excerpt from Region report. To learn more click here
