What does the future of rosé look like in the US?

Interest in rosé wine continues to gather pace, as new product launches help to premiumise the category and as spirits tap into rosé-like attributes

 

In the US, 2017 may have been ‘the summer of rosé’, but the wine varietal has certainly continued to gain traction since then. In the past few years, numerous celebrity rosé brands have entered the wine market, helping to premiumise rosé. Outside of the wine category, other brands from cider to vodka producers have also invested in rosé products in an attempt to turn rosé into a flavour rather than just a wine category.

Prior to 2019, most rosé wines in the US market had largely fallen into the premium and standard price brackets. However, the wine category is quickly super-premiumising as celebrities and major fashion houses create opportunity from the trend. New product launches are also broadening rosé’s appeal to new consumer segments – US rap star Post Malone released Maison No 9 in July 2020, capturing a ‘bro-sé’ crowd that is helping to expand the pink-hued wine’s demographic from largely female in the US to more gender-neutral territory. The brand’s launch has been met with success, selling 50,000 bottles during a two-day pre-sale on ecommerce marketplace Vivino.

There have been a host of additional high-profile premium and super-premium rosé product releases, from celebrities such as Bon Jovi, John Legend, and Brad Pitt and Angelina Jolie. The recent surge in releases is in part attributed to the fast growth of rosé in the US market. IWSR data shows that growth of still rosé wine has outpaced that of the total still wine market in the US – total still wine had a 2015–19 volume CAGR of +0.8%; still rosé wine increased 18.49% over the same period. Brands are capturing momentum that is only likely to increase as new innovations catapult rosé further still. Prosecco and rosé have both posted double-digit growth over the 2015–19 CAGR period and, recently, the Prosecco DOC Consortium updated rules allowing for the introduction of a Prosecco DOC Rosé. The new rosé Prosecco will likely boost interest in the category even more.

In packaging innovation, hard seltzers may have captivated the RTD category, but rosé wine continues to remain relevant in the single-serve convenience paradigm – a number of canned wine options coming to market has helped to expand consumption occasions. Canned entries include AB InBev’s first wine brand, Babe, with Babe Rosé; Underwood Rosé Wine, and House Wine Rosé, among many others, showing the increase in focus on portability, convenience and single-serve options in the wine category.

Categories beyond wine have been paying attention to rosé’s quick rise and celebrity endorsements as well. Products ranging from rosé-flavoured vodka to gin and cider have tried to turn the trend toward flavour, or have further leveraged consumers’ ongoing love affair with the colour pink, with releases such as New Amsterdam Pink Whitney Vodka or Beefeater Pink Gin. The Instagrammability of these products has helped to capture online attention, especially during lockdowns, and has boosted consumer awareness. IWSR data shows a 2015–19 CAGR of 263.6% for pink spirits, albeit from a small base.

 

You may also be interested in reading:

Covid-19 presents opportunities for the US still wine market
How resilient will the beverage alcohol industry be post Covid-19?
Will current shifts in consumer behaviour permanently disrupt the beverage alcohol industry?

 

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