Wine consumption in France has been slightly lower over the past few years, but consumption of Rosé wines has increased in France, from 10.8% of total wine consumption in 1990 to 25% in 2010 (to the detriment of Red wines, which over the same period have dropped from 77.8% of total wine consumption to 57.7%).

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 27.5 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. 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.