Rosé Wine ECONOMIC OBSERVATORY

The CIVP has set up a special unit in its business department: a global economic observatory for rosé wines. As part of these activities, the CIVP and FranceAgriMer have tasked Agrex Consulting with collecting all available economic data about rosé wines around the world: production, consumption and market flows. As a result, data from 40 countries where rosé wines are produced and/or consumed has been compiled and analyzed, covering a 10-year period. This completely new study provides an exhaustive view of rosé wine markets around the world, and how they are changing.

Production

WORLDWIDE PRODUCTION OF ROSE WINES HAS INCREASED BY 13% IN THE PAST 8 YEARS

...increasing from an estimated 20 million hectoliters in 2002 to 25.3 million hectoliters in 2010. Rosé wines are constantly gaining ground in the global wine industry, and now represent nearly 10% of worldwide wine production. Approximately 25.3 million hectoliters of rosé were produced in 2010, making it the fasting growing wine type over the past few years in terms of volume, overall value, traded quantities on the global market, and consumption in various countries.

France: The world's leading rosé wine producer

France, which produced more than 6.5 million hectoliters of rosé wine in 2010, is the world leader with 26% of total production. Next are Italy, the United States and Spain. Together with France, these countries produce 75% of the world's rosé wines. New World countries are now gaining a firmer foothold in the market.

Provence: France's number one AOC Rosé producer

With 152 million bottles of AOC Rosé produced this year, Provence has confirmed its market leadership: it is the number one AOC Rosé producing region in France (40% of total production). Provence is also the only winegrowing region with 87% of its production dedicated to rosé wines. Making rosé wines has been a specialty in Provence for generations, an integral part of the "art of living" the region is so well known for.

CONSUMPTION

Worldwide, rosé wine consumption has increased by 17% over the past 8 years:

it totaled 22.4 million hectoliters in 2010 (versus 19.2 million hl in 2002), representing 9.5% of total wine consumption.

France is the world leader in rosé wine consumption

epresenting 35% of total consumption (7.6 million hectoliters), or an average of 11.8 liters per inhabitant in 2010.

Rosé wine consumption in France now exceeds 27% of total volume.

FOCUS ON PROVENCE

PRODUCTION

As these trends confirm, Provence is a market leader and France's number one region for the production of AOC Rosés, with 40% of domestic production and 5.6% of rosé wine production worldwide.
For the three appellations of the CIVP (Côtes de Provence, Coteaux d’Aix-en-Provence and Coteaux Varois en Provence, representing 96% of AOC wine volume in the region), the 2011 harvest was 1,310,000 hectoliters, for an overall increase of 2.8% over the previous year. And of course, rosé wines once again make up the lion's share of the new harvest: 87% of total production, versus 9% for reds and 4% for whites. Note: the 2011 harvest for red wines was larger than in 2010: approximately 10.5%, representing 120,000 hectoliters (16 million bottles).

SALES

Currently, 87% of Provence Wines are sold in France, and 40% right in Provence. Strong regional sales are a true asset for Provence Wines. The majority of sales are through mass distribution (41% by volume). Both exports and direct sales increased in 2011, while sales via other distribution networks were relatively stable.

EXPORTS

Export sales for Provence Wines have been on the rise since the 2000s.
Currently, 13% of Provence Wines by volume are exported – approximately 15 million bottles annually, and mainly rosé. In 2011, Belgium was the number one importer, receiving more than one quarter of exported Provence Wines by volume.
The United States was second. The U.S. is also where export sales have increased the most markedly over the past years: the volume of Provence Wines exported to the country has increased six-fold in the past decade! It's no wonder that the United States is considered a market with high growth potential.
China, Brazil and Russia are considered to be "emerging" countries for Provence Wine exports: progress has been made, even if the current export volumes remain confidential.

Provence: the region's worldwide fame is a boon for export wine sales. Provence Wines benefit from very high prompted awareness in many countries. For example, in Belgium, Norway and Sweden, approximately 3 out of every 4 consumers say they have heard of Provence Wines. In other countries – a bit farther away on the map – there is less awareness, but these figures demonstrate the potential of Provence Wines to take even greater strides.

DIRECT SALES

Currently, 17% of Provence Wines by volume are sold directly at the winery (private or cooperative winery). This network has maintained quite good prices, as the average price per bottle ranges from €6.20 to €8 for rosés, €5.80 to €8.30 for whites, and €6.50 to €10 for red wines from Provence.

MASS DISTRIBUTION

The majority of Provence Wines sales are through mass distribution (41% by volume). The average sale price varies between €2.90 and €3.50 per bottle for the 3 AOCs.
Almost half the AOC rosé wines sold via Mass Distribution are Provence Rosés.

RESTAURANT/CAFE/HOTEL

Approximately 19% of Provence Wines by volume are sold via this network.
Nearly 3 out of every 4 restaurants offer a Provence wine, making Provence the second largest winegrowing region in this distribution network (after Bordeaux), ahead of the Rhône Valley. (CIVP/CNIV panel CHD 2011)
Provence is the second leading winegrowing region in the restaurant/cafe/hotel distribution network.