Provence Rosé Exports to the U.S. and Imported Rosé Retail Sales Each Grow at Double-Digit Rates, Extending Multi-Year Trends
Rosé sales volumes grow at 15 times the rate of total table wines in the U.S. during 2012(New York, NY, February 19, 2013) – Two reports released in January 2013 confirm that the imported rosé wine category continues to see dynamic growth and rising popularity in the United States. One study measures annual sales of imported rosé at retail, while the other reports on exports of rosé from Provence, France – the world’s rosé capital – to the United States. Viewed together, the numbers tell a story of rosé growth that continues to far outpace the U.S. wine market as a whole.
Provence Rosé Exports Up 41%
Exports of rosé wines from Provence to the U.S. jumped 41% on volume and 43% on value from November 2011 to November 2012, according to the CIVP/Provence Wine Council and the French customs agency. This comes on top of a 62% jump in volume one year ago. Provence rosé exports to the U.S. have grown at double-digit rates each year since 2003 (see chart below).
“Export volumes of Provence rosé to the United States remain at an all-time high,” said Julie Peterson of the CIVP/Provence Wine Council’s U.S. trade office. “This means not only that Provence’s gold standard dry rosé continues to grow in popularity, but also that access to the wines of Provence in the U.S. market is better now than ever.”
Provence, the oldest winegrowing area in France, is the largest wine region specializing in AOC rosé wine worldwide (88% of AOC wines produced here are rosés). Made from red grapes, Provence rosés are crisp and elegant, pairing well with a variety of foods.
Data sources: CIVP and French customs agency
Imported Rosé Sales Volumes Grow by 28%
The French export data is reinforced by retail sales data released by research firm Nielsen. U.S. retail sales of imported rosé wines priced at or above $12 a bottle grew by 28% on volume and 23% on dollars in 2012. This is compared to 1.8% on volume and 4.8% on dollars for total U.S. retail table wine sales, giving premium imported rosés a growth rate more than 15 times that of total table wine sales, on volume.
Premium imported rosé sales have grown at double-digit rates in the U.S. for at least eight years – as long as Nielsen has been tracking this as a separate segment at retail.
Numbers reflect U.S. retail sales of imported rosé table wines priced $12 and above, within the Nielsen food, drug, convenience store, mass merchandiser, and liquor markets for the 52-week period prior. (Data source: Nielsen)