Rosé trends... trendy rosé

In France, rosé wines have been a hot item for years now: rosé wine consumption has increased every year since 1990, setting a new record in 2013 when it represented 30% of total wine consumption. Over the past 23 years, rosé wine consumption has nearly tripled! (data: CIVP citing IRI Symphony).

Rosé wine has become very trendy in France, and has definitely won over the general public: almost 9 out of every 10 wine drinkers say that they drink Rosé, representing a total estimated market of 36 million rosé wine consumers.

But Rosé is more than just a passing trend. It has become an integral part of French society as consumer trends have changed and new life styles have emerged: meals that are less structured, the increasing popularity of ethnic cuisine from around the world, greater simplicity, new encounters, good times and instant gratification.

When drinking Rosé, the consumer discovers a different approach to wine – easier access, without all the constraints and traditional formalities. A wine that symbolizes greater freedom.

The newfound public for Rosé wines has extended well beyond France's borders and won over wine drinkers around the world (15% increase in consumption over the past 10 years; 22.3 million hectoliters in 2012 versus 19 million in 2002). These drinkers have demonstrated a preference for dry, light-colored rosés, and Provence's winemakers are recognized experts in these types of wines. Provence's Rosés are thus well positioned to win over new customers abroad. Consumers in the United States have proven to be very enthusiastic, as imports of Provence Rosés increased by 40% between 2012 and 2013!

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