This summer heatwave may increase the opportunity for UK consumers to enjoy a rosé wine. Who is drinking rosé?
Rosé attracts a younger consumer than other types of wine, with 38% being aged under 35 (just 24% of those who consume any types of wine are under 35).
Rosé drinkers are still more likely to be female. They are 32% more likely to be female than the average adult. A ‘gateway’ wine for many young people, rosé drinkers are 31% more likely than the average adult to agree they ‘like to go to trendy places to eat and drink’, according to Kantar Media*.
For quite some time that rosé wine is the drink of the summer months. Where are consumers enjoying rosé?
While most wine is enjoyed at home, with a total of 17.5% of total wine serves being elsewhere, a quarter of all rosé wine servings are out of the home, as the drink’s popularity is driven by social occasions. 14% of all rosé serves are while clubbing or on a date. Meanwhile, rosé is not so popular with food: in the home, which means that rosé is consumed in a similar way to cocktails.
In fact, due to recent heat waves, there are expectations that this bumper summer will lend itself to more consumption of rosé as a wine that is best served chilled.
Source: MiBD. Store check program 2019 in 50 wine shops / 23,340 offers. Top listed wines 750ml.