Rosé Sales, Still Led By Provence, Continue To Outpace The Market

In France’s sunny St. Tropez, François Matton’s family has crafted rosé under the Château Minuty moniker since the 1960s—a markedly different era for Provençal rosé than the present day. “When my father first started making Minuty, his goal was to be the No.-1 rosé in the Côte d’Azur, because at the time that was the only place in the world where rosé from Provence would sell,” says Matton, the second-generation owner and winemaker at Minuty. “The region wasn’t famous, and it certainly wasn’t appreciated by people living outside of the French Riviera.” Now, that mindset has completely shifted, and Provence rosé is the pinnacle of a category that’s taking an increasing share of the wine market.

In the U.S., growth in consumption of rosé outpaced that of reds and whites last year—albeit from a smaller base—with depletions up 1.3% to 18.1 million cases, according to Impact Databank. While rosé’s ongoing popularity can be credited primarily to Provence, brands from elsewhere are making inroads; some are doing so by emulating their Provençal counterparts, while others are capitalizing on varietals and styles different from those traditionally championed by the French. And across the world, rosé producers are eyeing the category’s prestige segment, where there’s still plenty of room for growth. Market Watch has the full story.

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