Rosé sales in the US continue to climb. And, the sales of Provence Rosé are soaring. There are many reasons including great taste and balance, compatibility with food, and affordability. But, there is yet another reason. That is the wines are just plain delicious (to read the Underground view of Rosé click here). Below are the facts regarding the growth and popularity of Provence Rosé from the Provence Wine Council (CIVP):
The Conseil Interprofessionnel des Vins de Provence (CIVP), known in the United States as the Provence Wine Council, is an organization representing more than 600 wine producers and 40 trade companies from the Provence region of France. Its mission is to promote and advance the wines of the region’s principal appellations. The organization’s members together produce 96 percent of Provence’s Appellation d’Origine Protégée (AOP) wines. More information can be found online at www.winesofprovence.com
For the 11th consecutive year, exports of rosé wines from Provence to the United States have grown at double-digit rates. In 2014, exports from the world’s rosé capital climbed 29% on volume and increased 38% on value according to the French customs agency and the CIVP/Provence Wine Council.
The French customs report is backed up by U.S. retail sales data released this month by research firm Nielsen, which shows the entire rosé category to be on a sustained upward trend, with the premium imported rosé segment seeing a 53% increase on dollars in 2014.
“While the majority of Provence rosé is still consumed in France, we are very pleased that American wine consumers have discovered and are increasingly enjoying our wines,” said Francois Millo, Director of the CIVP/Provence Wine Council. “With this increasing demand, more Provence rosé producers are bringing their wines to the US. As a result, there are more styles to choose from and greater distribution in the U.S. than ever before.”
Viewed together, the sustained growth of exports along with retail sales figures tell a story of rosé growth that continues to far outpace the U.S. wine market as a whole.
Exports of rosé wines from Provence to the U.S. jumped 29% on volume and 38% on value from October 2013 to October 2014. These rosé exports have grown at double-digit rates each year since 2004.
Premium Imported Rose Sales
According to Nielsen research, U.S. retail sales of imported rosé wines priced at $12 or more per bottle grew by 41% on volume and 53% on value in 2014, capping ten straight years of documented double-digit growth. This is compared to growth rates of 1.0% on volume and 3.3% on value for the total table wine market. In addition, the average price per bottle in this category increased to $16.83, a sign that “consumers are seeking out premium rosé – a segment in which Provence continues to be the leader,” Millo said.
I have made no secret of the fact that I love rosés. My wife and I drink them all through the year and I cellar them and have written a lot about them. For sure, the Underground has long been in the forefront of recommending rosés as some of the most delicious and food friendly wines on the planet. The 2014 rosés are now coming to market (to read about rosés and a stunning recently released 2014 rosé from Calera click here) and I recently attended a Provence trade tasting where I tasted several 2014 rosés. My notes will follow soon. Later I will begin my series of articles on 2014 rosés as more come to market. But, for now, let me say that the 2014 Provence Rosés are very bright and crisp. They have a lot of finesse and great immediate appeal. I’m sure that they will be very well received just as they are every year (to read why rosé is so appealing click here).
Having said, that I would remind everyone that each year rosés may be a little different, but for the 30 or so years that I have been drinking them I cannot recall a year where there were not delicious rosés to drink. And, while I am the first to admit that rosés are irresistible and delicious young, you don’t have to drink them the minute you get them. They are not like milk! They do not have an expiration date and many actually benefit with additional bottle age (to read my article on the subject of aging rosés click here). So go ahead and try some 2014 rosés. I’m sure you will love them. Also, buy the delicious 2013 rosés (to read an article on the 2013 rosés click here) when merchants put them on sale to make room for the 2014s. And, importantly, make sure you buy enough rosés each year to cellar a few.
In Vino Veritas,