Hampton Water Rising Fast, Despite Wider Slowdown In Rosé

Hampton Water, the French rosé brand from Jon Bon Jovi, his son Jesse Bongiovi, and Gérard Bertrand, was up big last year despite slowing conditions across the wider rosé category. This year, Bongiovi and Hampton Water CEO Michael Misiorski tell SND, the brand is continuing its upswing at a rapid clip.

According to Impact Databank, Hampton Water ($19 a 750-ml.) jumped 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. “We have tried to always make our rosé approachable and aspirational where other brands can often be intimidating, especially to a casual consumer.”

“The global rosé market is expected to grow with a CAGR of 5.3% through 2030, and we see several consumer trends to support that,” adds Misiorski, pointing to more year-round rosé consumption and the growth of wine-based cocktails as tailwinds. “We are targeted to reach 150,000 9-liter cases globally and over 100,000 9-liter cases in the U.S. in 2024.”

Up to now, Hampton Water has been focused on its sole SKU, a blend of 60% Grenache, 15% Cinsault, 15% Mourvèdre, and 10% Syrah from France’s southwest Languedoc-Roussillon region. But Bongiovi says the company has innovation plans in the works for the coming months. “The team has been working very hard on an exciting addition coming to Hampton Water later this year,” he says, keeping details close to the vest for now. “After seeing how well-received the rosé has been, we look forward to continuing to grow.”

While rosé has taken a step back in the U.S. lately after a dramatic run of growth—with the top 17 French brands in the market dipping 3% to 2.4 million cases last year, according to Impact Databank—Bongiovi believes the category will resume its long-term upward trajectory, as lower-quality labels fall out of the mix.

“The market will continue to show significant growth, particularly in U.S. regions beyond the coastal markets,” he says. “While Hampton Water’s success in coastal areas has been remarkable, the broader market is now embracing rosé with increasing enthusiasm. We have the potential to become the number-one selling rosé in the U.S. within the next 10 years.”

Tagged : Gérard Bertrand, Hampton Water

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