In a family hierarchy, some say whoever is born first is the most mature. Could the same be said about wine? If so, no one can hold a candle to today’s blog varietal: rosé! This excellent pink drink is one of the oldest wines that can be traced all the way back to the Phoenicians, circa 1550 B.C. and the Ancient Greeks, circa 600 B.C. These days, the idea of watering wine down only comes to mind when considering quickly chilling it via a few ice cubes. But back then, it was how rosé was born. Watering wine down was viewed as a more refined, well-mannered way of taking your wine. Rosé also came to be by way of mixing different grapes. The standards of wine back then were not nearly as rigorous as they are today. During the early days of wine, a lot of it—including rosé— was more of a field blend. Now that we’ve looked at a brief history of rosé, let’s look into its future.
The future of rosé looks as bright as its pink hue. Its popularity does in fact ebb and flow throughout the year—being consumed more in the warmer months—but the rosé category is growing! Rosé has continued to grow its consumer base with 34% of wine consumers purchasing in 2021 (up from 32% in 2019). When you are anticipating your consumers’ needs, you should also consider who the rosé consumer actually is. The demographic that seems to stand out in the rosé category most are Hispanic women age 22-34. According to a Mintel US Wine Report published in 2021, this demographic is the most likely to purchase rosé. We can’t wait to see how these numbers may grow in 2022!
These insights are great, but how does this translate to on and off premise? People are feeling more and more comfortable leaving their homes to go out, and we’re seeing this reflected in the numbers. Rosé dollar sales are up 88% as on premise reopens and consumers return to bars and restaurants. Not only does rosé’s future look promising for on premise, but off premise as well!
Rosés help to increase your consumers’ overall basket value. When rosé is included in the consumers’ basket, the average retail basket value increases by $45. And when sparkling rosé is included in their basket, the average retail basket increases by $67. In short, encourage your consumers to drink rosé!
Being your distributor of choice, we truly hope that you are able to leverage this information and apply it to your business. From 1550 B.C. to now, rosé has come a long way. And now with these insights so can your business. View our curated list of wonderful rosés on eRNDC now!
Cheers & Rosé Responsibly!