French Rosé Aims For A Summer Bounceback
June 18, 2024After a dramatic run of growth over the past decade, the French rosé segment in the U.S. decelerated last year, but certain brands managed to stay on the upswing and leading marketers tell SND they’re seeing better conditions as 2024 rolls along. According to Impact Databank, the 16 largest French rosé brands in the U.S. dipped a collective 3.3% to 2.36 million cases last year. Still, the group is up by more than 400,000 cases since pre-pandemic, and by nearly 900,000 cases since 2018.
Paul Chevalier, vice president of Château d’Esclans at Moët Hennessy USA, which imports category leader Whispering Angel, sees the downturn as temporary. “Enthusiasm for rosé, and this is even more so worldwide, does continue to grow,” he tells SND. “We are actually seeing some recent numbers out of Provence showing that. As of spring, we are starting to see sort of a bounceback in rosé consumption in the U.S. as well as around the world.”
La Vieille Ferme, the no.-2 rosé brand nationally, grew 8.2% to 448,000 cases last year, including still and sparkling. “In general, the rosé market remains strong, but it obviously isn’t experiencing the explosive growth it has seen in the past. Retailers, distributors, and consumers are pulling back from trying every new rosé on the market and returning to strong, recognizable brands,” notes Patrick Bennett, CEO and president of Vineyard Brands.
Bill Terlato, president and CEO of Terlato Wines, agrees that rosés are in the midst of the normal ebb and flow of any emerging segment. “It had a huge run up. And nothing grows in a straight line. There is kind of a natural consolidation that ends up taking place,” he explains. The company’s portfolio includes Les Sarrins Côtes de Provence Rosé, which increased by 36% from a small base last year.
Hampton Water, the French rosé brand from Jon Bon Jovi, his son Jesse Bongiovi, and Gérard Bertrand, is a label on the rise, jumping 28% to 80,000 cases in the U.S. last year. This year it’s projected to tack on at least another 20,000 cases in U.S. volume, leveraging a strong social media presence and its positioning as a lifestyle brand. “We believe keeping this laid back lifestyle as our north star is one of the many things that sets us apart,” says Bongiovi.
Sacha Lichine, who founded Château d’Esclans and was a key catalyst of the rosé boom, partnered with Shaw-Ross International to launch The Pale, a Provençal rosé ($17 a 750-ml.), in 2021. In its first year, the label depleted 40,000 cases, and was flat at 45,000 cases last year. According to Scott Jove, president of Shaw-Ross, The Pale is performing well and has established distribution in chains across the country.
In September of last year, Campari Group took over the exclusive importer rights of Miraval, the no.-4 French rosé label, from Vineyard Brands. “Rosé is consumed in the aperitif moment—an occasion in which Campari Group is a leader,” the company told SND. “In addition, the Muse and Fleur de Miraval expressions offer an ideal complement to our Rare portfolio with its focus on high-end, luxury offerings.”
Pernod Ricard also ventured into the rosé segment in recent years, taking a majority share of Cru Classé Côtes-de-Provence rosé producer Château Sainte Marguerite for an undisclosed sum in 2022. Last summer, Pernod launched its first bottling from Sainte Marguerite en Provence in the U.S. market. The brand uses the Grenache, Cinsault, and Rolle varietals. The lead wines are Symphonie and Fantastique, with the former retailing for $25 and the latter for $40.
| Top Eight French Rosé Brands in the U.S. (thousands of 9-liter case depletions) |
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| Rank | Brand | Company | 2022 | 2023 | Percent Change1 |
|---|---|---|---|---|---|
| 1 | Whispering Angel | Moët Hennessy USA | 571 | 507 | -11.2% |
| 2 | La Vieille Ferme2 | Vineyard Brands | 414 | 448 | 8.2% |
| 3 | Gérard Bertrand | Gérard Bertrand USA | 390 | 352 | -9.8% |
| 4 | Miraval | Campari America | 164 | 161 | -1.9% |
| 5 | The Beach by Whispering Angel |
Moët Hennessy USA | 162 | 158 | -2.5% |
| 6 | Yes Way Rosé | Prestige Beverage Group | 135 | 134 | -0.9% |
| 7 | Rosé All Day | Biagio Cru Wines & Spirits | 86 | 89 | 3.5% |
| 8 | Hampton Water | Hampton Water Wine Co. | 63 | 80 | 27.7% |
| Total Top Eight3 | 1,985 | 1,929 | -2.8% | ||
| 1 Based on unrounded data. 2 Includes still and sparkling 3 Addition of columns may not agree due to rounding. Source: IMPACT DATABANK © 2024 |
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Tagged : Campari Group, Chateau d'Esclans, Chateau Sainte Marguerite, La Vielle Ferme, Miraval, Pernod Ricard, Shaw-Ross, the Pale, Vineyard Brands, Whispering Angel
