Sales of premium rosé from Provence in the United States continue to grow at rates well ahead of the market. This is the result of several factors, including:
- Provence rosé's recognized gold standard quality
- American consumers' growing appreciation for Mediterranean-influenced cuisine and lifestyles
- Rosé's versatility and food friendliness
- The rise of younger, more adventurous wine consumers who understand that pink does not equal sweet
U.S. retail statistics
According to a January 2014 Nielsen report, U.S. retail sales of premium imported rosé wines (those priced at or above $12 a bottle) grew by 39% on volume and 48% on value in 2013. This is compared to growth rates of 1.2% on volume and 4.5% on value for the total table wine market.
In addition, the average price per bottle in this category increased by more than a dollar over the previous year, to $16.38. This, said Julie Peterson of the Provence Wine Council’s U.S. trade office, is a sign that “consumers are seeking out premium rosé, a segment in which Provence is the leader.”
Growth rates for imported rosés have been ahead of the market in the U.S. for at least nine years — as long as Nielsen has been tracking this as a separate segment at retail.
Provence export statistics
As the market grows, Provence rosé producers — the world's dry rosé specialists — are expanding their exports. For 10 consecutive years, exports of rosé wines from Provence to the United States have grown at double-digit rates.
From November 2012 to November 2013, Provence rosé exports climbed 40% on both volume and value, according to the French customs agency and the Provence Wine Council. This comes on the heels of a 41% rise in export volumes in 2012 and a 62% increase in 2011. This double-digit growth trend has been visible in the U.S. each year since 2003.
The trend appears to be global, with French customs also reporting a rise in Provence rosé volumes exported to countries such as Brazil and Russia.
Discover new labels
More than 125 Provence domaines are already active in the U.S., and others are looking to extend their reach to the American market. Are you…
- an importer looking for new wine labels that reflect Provence's diverse terroir?
- a distributor who wants to get connected with importers of fine wines from Provence?
- a retailer looking for a distributor or importer of unique Provence rosés?
- a sommelier or restaurateur looking to tap into the growing rosé trend and secure new labels for your wine list?
- a wine educator who wants to train others about rosé from Provence?
We would love to give you a hand.
Please contact Carlene Hastings or Julie Peterson at the U.S. office of the CIVP/Provence Wine Council, a wine-producing and distribution collaborative: 202-499-4263 or firstname.lastname@example.org.