Trends to help boost rosé sales this summer

Data from CGA’s Wine Insight Report 2023, released earlier this month, showed a third (34%) of consumers typically drank rosé wine in the on-trade last year.

In addition, a fifth (21%) opted for it more frequently than they had during 2022.

Moreover, the growing interest in rosé pushed its sales by value by 7.4% over the 12-month period covered in the report, which was double the rate of value growth for the still wine category as a whole.

The category also showed versatility, CGA explained, with appeal across varying dayparts, occasions and channels.

Special experience 

Almost three quarters (72%) of rosé drinkers said they considered it suitable for all occasions while 42% stated they would choose it for both food and drink led occasions, nine percentage points higher than the figure for all still wine drinkers.

While the report showed rosé also attracted consumers of all profiles, women, younger drinkers, and city dwellers were more likely than average to choose it.

Furthermore, rosé consumers were also revealed to be “highly engaged” with the on-trade, spending around £126 per month, £10 higher than the average.

Updating your menu with a diverse range of rose’s ahead of summer was also “crucial”, according to Heath Ball, licensee of the Red Lion and Sun in Highgate, Northgate, who told The Morning Advertiser​ the serve “dominates” wine sales during the warmer months.

Ball, who is a previous Great British Pub Awards winner in the Best Wine Bar/Category, said: “During summer, we typically feature two Provence-style wines on our list: one for customers seeking a more special experience and another for entry-level consumers.

“The remainder of our selection consists of various interesting rosé styles for those looking to explore beyond the Provence style.”

Richer flavour profile 

Premium rosé sales by value also soared during the 12-month period, increasing by 18.9%, which was much higher than the figures for premium red (7.7%) and white (7.7%) wine.

More than three fifths (62%) of rosé drinkers were also more likely to pay more for a better-quality drink, showing an appetite for premium rosé options on wine lists, the report said.

Sparkling rosé consumption also outpaced Champagne last year, with a fifth (21%) of consumers opting for the serve compared to 19% for Champagne.

However, while sales of sparkling rosé were still well behind Prosecco (37%), 23% were drinking it more than they were the previous year, showing that the gap may be closing.

Ball continued: “The days of cheap, unpleasant rosé wines are gone, as the premium market now caters to consumers seeking crafted wines.

“It is essential to offer a wide range to accommodate all budget types, from pale, light pink Provence-style wines to fruit-driven darker styles for customers seeking a richer flavour profile.”