Rosé: putting an end to preconceived ideas
Let us put paid here and now to the notion that rosé is a blend of white and red wine, a technique prohibited in France except in the production of rosé champagne. To the contrary, rosé is a highly complex and delicate wine to produce. A good many decisions must be made in just a few hours by the winegrower during the
vinification process, notably to adjust the colour and aromatic intensity of the wine.
In France, rosé is all the fashion. French households today buy more rosé than white wine for their home consumption. In parallel, their red wine purchases continue to decline. Thus, the rosé market share in national wine sales has gradually climbed to 14.7% from 8.4% between 1991 and 2003, while within the same timeframe, red wine purchases dropped 15.2%.
Rosé, a new lifestyle
More than a fashion effect, rosé has imposed itself on society. It has turned preconceived ideas upside down. Rosé in fact is part and parcel of the changes in consumption trends and accompanies the emergence of new lifestyles: less structured meals, the development of world cuisine, simplicity, discovery and conviviality.
Rosé, a positive wine
Weary from an overly codified and sophisticated discourse on red wine and white wine, today’s consumers no longer wants wine to be the only star of the evening. They, above all, seek to associate wine with occasions of conviviality, sharing. And in this stressful world we live in, rosé is indeed part and parcel of that ongoing quest for relaxation. Moreover, the lighter and more transparent the colour, the more rosé is perceived as a positive wine, and the more the veil of mystery lifts. A stroke of luck for Provence. For years rosés, in fact, rosé wines of Provence appellations have been busy evolving, becoming lighter, more limpid and luminous in colour, as opposed to other French regions producing essentially dark, almost red rosés.
Now, although colour is not a purchase criteria, it has become a real consumer benchmark.
Rosé, the Provençal touch
That light, transparent colour is today associated with Provence and its rosé wine. The Provençal vineyards have created a brand, an identity thanks to this lighter colour. Provence Rosés are thus in phase with their times. They are now present in 60% of all French restaurants and 100% of hypermarkets. Another sign of the time, the Provence Rosé is now perceived as the sunshine and holiday wine. Not just a summer treat, it’s enjoyed throughout the year.
A new trend. In Mass Distribution, 55% of consumers purchased rosé wine between October and May against 45% from June to September.
Rosé, a winning colour
For a long time now, Rosé wine production in Provence has been a specialty, an art de vivre. A historical specialist in quality rosé wine, Provence also enjoys a French leadership position when it comes to production and marketing. Backed by their quality and synchronism with the new trends in consumption, rosés from all three appellations, united under the umbrella of the Conseil Interprofessionnel des Vins de Provence, have been busy gaining market share for the last 10 years. The turnover of the Côtes de Provence, Coteaux d’Aix-en-Provence and Coteaux Varois en Provence appellations has grown to the tune of 20%.
Provence Rosé in a few figures
Three-quarters of the wine produced in Provence is rosé. Rosé thus accounts for the better part of production: 80% of Côtes de Provence, 65% of Coteaux d’Aix-en-Provence, 70% of Coteaux Varois en Provence.
Noteworthy: 75% of Provence Rosé production now benefits from an AOC classification (official certification guaranteeing the quality of French produce, especially wines and cheeses).
Rosé throughout the world
With both red and Rosé wines once posted together in the customs nomenclature, it is difficult to estimate rosé wine production worldwide. It would correspond to 18 million hectolitres per year, i.e. around 7% of the total volume of wine throughout the world. Europe is leading rosé wine production hub (75%), well ahead of America (20%) and North Africa (2%). France is the leader worldwide in rosé wine production (25%), i.e. 4.5 million hl, followed close behind by Italy and Spain, with production approaching the 4 million hl mark respectively. With 1 million hectolitres, the Provence vineyard thus accounts for 8% of world rosé wine production.
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