Rosé Wine ECONOMIC OBSERVATORY
The CIVP has created a specialized center in its business unit: an economic observatory for the worldwide Rosé wine industry. The center gathers and analyzes information concerning rosé wines from around the globe: production, consumption, and market trends.
Worldwide, 22.5 million hectoliters of rosé wine were produced in 2012. Rosé wines now account for a larger share of the global wine industry, representing 8.5% of overall wine production in 2002 and 9% in 2010. In many countries, rosé wine has developed faster over the past few years than reds or whites in terms of production volume, prices, volumes exchanged internationally and consumption.
With 6.33 million hectoliters produced in 2012, France is the world’s number one producer of rose wine, representing 28% of total production. It is followed by Italy (20%), the United States (15%) and Spain (10%). More than 1 out of every 4 bottles of rosé is produced in France!
Production in France
Between 2002 and 2013, rosé wine production in France increased by 31%.The 2013 rosé wine harvest totaled 7 million hectoliters, an increase of 4.5% over the previous year.
French production of rosé wine represented 16.5% of total wine production in 2013, versus 10.2% in 2002.
Nearly half of all rosé wine produced in France is covered by an appellation (45%), representing 3.15 million hectoliters, or 420 million bottles of wine.
Provence is France’s biggest AOC rosé wine producing region.
With 141 million bottles of AOC rosé wine produced this year, Provence has confirmed its position as leader: It is France’s leading producer of AOC rosé wines, representing 35% of total production.
Provence is also the only winegrowing region that has dedicated 87% of its production to rosé wines. Making rosé wines has been one of Provence’s specialties for many years, and an important part of Provençal “art of living”.
The worldwide consumption of rosé wines has increased by 15% in 10 years(22.3 million hectoliters in 2012 versus 19 million hectoliters in 2002); since 2010, it has represented approximately 9% of total wine consumption.
At 8.1 million hectoliters in 2012, France is the country that consumes the most rosé wine in the world,representing 36% of total consumption. The average consumption per inhabitant is 12 liters per year.
CONSUMPTION IN FRANCE
Consumption of Rosé wine in France continues to increase; in 2013, it made up 29.7% of total consumption. It has been constantly on the rise since 1990: in 23 years, it has nearly tripled!
Consumption of rosé wine has increased among women (31% in 2012—an increase of 8% between 2008 and 2012). It is also increased among all generations, with a noted increase amongst young people (18-24 years old) of 4% between 2008 (28%) and 2012 (32%).
More than nine out of every ten wine consumers drink rosé, representing a total estimated market of 36 million rosé wine consumers!
SOURCE: CIVP Wine Intelligence survey
THE ROSÉ WINE MARKET: FRANCE AND EXPORT
Rosé/Rosé de Provence: what are the reasons behind its success?
Rosé wines are very much in step with new consumer trends and the emergence of new lifestyles: more informal dining, the rise in international cuisine, simplicity, openness to new experiences and a more laid-back approach to eating.
Rosés from Provence also benefit from strong brand recognition: the specific soils and climates of the region (“terroirs”) and the colors and the intense aromas of Provence’s rosés are well known.
Provence Rosés have that distinctive, light pink color that is characteristic of these wines, a limpid yet dazzling robe. They have exceptional aromatic complexity, with notes of fresh and exotic fruits, floral undertones, and also herbs and spices. Rosés offer well-balanced acidity, the perfect combination of freshness and full-rounded flavor.
Rosé becomes internationalized
Worldwide flows of rosé wines have sharply risen: 1 out of every 3 bottles crosses a border before being consumed!
France is the third largest exporter of rosé wines, representing 13% of total volume (nearly 1 million hectoliters of rosé exported).
The French Rosé / Provence Rosé Market
French rosés are mainly sold through major retailers (38%), followed by café/hotel/restaurants (19%), direct sales (17%) and exports (11%).
In comparison to other French rosés, Provence Rosés are much more predominant on export markets, with a much lower presence in hard-discount outlets.
By volume, 16% of Provence Wines are sold on the export market, the majority being rosés.
Provence Rosés are becoming more and more popular with foreign consumers.
Exports have sharply increased for Provence Rosés. In 2013, sales for Provence Wines totaled 71 million Euros—an increase of 390% in 10 years!
Provence Rosé Export Countries
In 2013, the United States was the number one importer, representing 27.6% of total exports.
It is also the country where imports have increased the most in recent years: exports to the U.S. increased by 40% in just one year! The U.S. market is considered to have high growth potential.