Rosé Wine ECONOMIC OBSERVATORY
The CIVP has created a specialized center in its economics department: an economic observatory of the Rosé Wine industry around the world. Worldwide Rosé Wine production has increased in total volume since 2002, when production was estimated at 20 million hectoliters. Rosé Wines now occupy a larger share of the world's wine industry, currently representing nearly 8% of worldwide wine production, with approximately 21.5 million hectoliters recorded in 2006. According to current estimates, Rosé Wine production continues to increase by 2 to 3% each year. Rosé Wines have thus developed much more these past few years than reds and whites in terms of production volume, valorization, volumes exchanged internationally and consumption in many countries.
THE Rosé WoRLD
WORLDWIDE PRODUCTION OF Rosé Wine
75% of Rosé Wines are produced in Europe, led by France, Italy and Spain. European production is steadily increasing to keep pace with domestic consumption and exports. France is the world's number one producer of Rosé Wines. Its 5.9 million hectoliters produced in 2006 represented 28% of the world's total production. Italy was runner up with 4.5 million hectoliters, and Spain and the United States were tied for third at 3.8 million hectoliters each.
WORLDWIDE Rosé Wine PRODUCTION (2009 estimate)
For 2009, the worldwide production of Rosé Wine was estimated at approximately 22.7 million hectoliters.
According to the CIVP estimates, the 2002–2006 trend (+2% per year for production and consumption of Rosé Wine worldwide) continued between 2006 and 2009 (currently being calculated).
WORLDWIDE CONSUMPTION OF Rosé Wine
The consumption of Rosé Wine has increased in both volume and proportion, to the detriment of Red wine, in most countries around the world. The volume of consumed Rosé (21.1 million hectoliters) represents 9% of total worldwide wine consumption.
The increasing demand for Rosé in many countries, in particular Northern Europe, has maintained this dynamic market.
Rosé WineS IN FRANCE
CONSUMPTION OF Rosé Wine IN FRANCE
Consumption of Rosé Wine in France has doubled in the past 20 years, and currently represents 25.7% of total wine volume. Rosés moved ahead of Whites in terms of total volume back in 1994.
FRENCH Rosé Wine PRODUCTION
French production of Rosés wines has increased by 62% in 7 years (4.5 million hl in 2002 versus 6.8 million hl in 2009). According to the 2009 estimates, 43% of total Rosé Wine production is AOC, representing 2.94 million hl (413 million bottles).
FOCUS ON PROVENCE
PRODUCTION
In this context, Provence is the market leader, and France's no. 1 region for the production of AOC Rosés with 38% of domestic production, and 8% of total worldwide Rosé production.
It is also the only region specialized in this type of product, as 88% of the wine produced in Provence is Rosé (9% red and 3% white).
The 2010 Rosé production for the Côtes de Provence, Coteaux d’Aix-en-Provence and Coteaux Varois en Provence AOCs rose slightly from the previous year, to 1,279,500 hl (150 million bottles). Côtes de Provence represents 75% of the total volume of the "Rosés de Provence". Coteaux d’Aix-en-Provence makes up 15% and Coteaux Varois en Provence 10%.
WINE SALES
The market for the Provence Wines is still mainly domestic, with 88% of total volume sold in France, and 40% right in Provence.
The noted trends for 2010 show an increase in the volumes sold for export and overall stability in the other markets.
The breakdown of distribution networks for Provence wines remains comparable with the averages observed for all wines sold in France, with mass distribution representing the majority of sales (43% by volume).
EXPORTS
12% of the volume of Provence Wines are exported, representing more than 15 million bottles (approximately 70% Rosé).
EXPORT ADVANTAGE FOR PROVENCE:
A WIDELY RECOGNIZED BRAND NAME
Provence Wines are widely recognized in many countries: 76% of Belgian consumers have heard of Provence Wines, and 72% in Norway and Sweden. The numbers are also impressive in countries such as Japan, where one out of every two consumers have heard of Provence Wines.
DIRECT SALES
16% of volume is sold directly from the wineries (private or cooperative). This network has maintained relatively high value as the price per bottle varies between 6.20 € and 7.94 € for Rosés, 5.78 € and 8.29 € for Whites and 6.45 and 10 € for the Reds of Provence.
MASS DISTRIBUTION
Mass distribution represents the majority of sales with 43% of the sold volume. The average price varies between 2.9 € and 3.5 € per bottle for the 3 AOCs.
CAFE/RESTAURANT/HOTEL
19% of the volume of Provence Wines is sold via this network.