French Rosés Back On The Rise In The U.S.

After a down year in 2023, the French rosé category has regained positive momentum in the U.S. market, as pricing stability has returned, offering consumers a more attractive price-value equation. The 10 leading French rosés in the U.S. grew an aggregate 6.7% in volume in Circana channels in the year-to-date through July 13. While category marketers note the clear improvement in the segment, they continue to lobby against higher tariffs, which threaten to derail the recovery.

This year’s gains are building on a solid outing in 2024, in which the market’s top French rosés collectively grew 4% to 2.6 million 9-liter case depletions, as several brands expanded by double-digits, according to Impact Databank. The top three rosé wines by volume in the U.S. all hail from France. Between 2019 and 2024, leading French rosés together posted an average annual growth rate of 5%.

Paul Chevalier, vice president at Moët Hennessy-owned Château d’Esclans, says 525,000-case market leader Whispering Angel is now back on track after inflation made bottle costs rise in 2023. “A bottle of wine such as Whispering Angel has a price point that remains crucial to maintaining steady growth in today’s uncertain economy,” says Chevalier. “The recent rise of costs of goods and inflation certainly had an impact on sales two years ago as prices jumped by $4 or $5 in some cases on the shelf. But as that has now stabilized, we’ve seen the brand’s loyal following return.”

Vineyard Brands’ La Vieille Ferme is right behind Whispering Angel volume terms, although it sells a bit lower on the price ladder. The brand is still experiencing strong growth, rising 10% to 492,000 cases last year. The wine, made by Famille Perrin in the Rhône Valley, is a blend of Rhone varietals including Cinsault, Grenache, and Syrah.

Hampton Water, led by singer Jon Bon Jovi and his son Jesse Bongiovi and produced by Gérard Bertrand, is another growth brand, which has nearly doubled in size to above 100,000 cases in the past two years. “This brand is personal for me and my dad. We’re not just involved—we live and breathe Hampton Water,” says Bongiovi.

Pricing remains top of mind for the American consumer, and Sara Bishop, wine buyer at retailer Zachys in Port Chester, New York, expects premium-plus rosé wines to take a potential hit from tariffs. “Value-driven rosés—those in the $12–$15 a 750-ml. range—should remain relatively unaffected. A modest price increase is unlikely to deter most consumers at that level,” says Bishop. “However, we do anticipate potential challenges with smaller-production, high-end rosés, particularly those retailing at $40 and above. Price increases could dampen consumer interest in these more specialized selections, and in some cases, producers might even choose to redirect their limited allocations away from the U.S. market altogether.”

“Tariffs are certainly a challenge, but consumers are looking for quality at a fair value,” says Hampton Water CEO Michael Misiorski. “We’re confident in Hampton Water’s ability to deliver on both.” Bongiovi agrees, noting the staying power of rosé. “People aren’t quick to give up their rosé,” he says. “They may get pickier about what they’re buying, but that’s where we shine. We’re not cutting corners—we’re doubling down on quality.”

Tagged : Chateau d'Esclans, Hampton Water, La Vieille Ferme, Moet Hennessy, the Pale, Vineyards Brands, Whispering Angel, Zachys

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