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French Rosé, Part 2: New Competitors Emerge

May 27, 2022

The leading French rosé brands in the U.S. have more than doubled collectively since 2017, reaching nearly 2.6 million cases last year, and it’s not only the most established players that are driving growth in the category. Of the 19 leading French rosés in the U.S., seven brands didn’t even exist in 2016, and several others were in their infancy.

Yes Way Rosé, part of the Prestige Beverage Group portfolio, debuted in 2018 and is now among the category leaders, with volume up 10% to 165,000 cases last year, according to Impact Databank. The range includes Provence-style still and sparkling rosé wines as well as a line of rosé-based flavored spritzers. This spring, the brand added Blueberry + Lavender Spritz to the lineup, which also includes Pink Lemonade and Peach + Ginger.

“As the category has grown, so has education and awareness that the best quality rosé comes from France. Consumers are also increasingly looking for convenience, healthier options, and interesting flavor fusions,” says Kathy Reilly, vice president of marketing and innovation at Prestige Beverage Group. “Yes Way Rosé offers a dry Provence-style rosé from the South of France at a more approachable price point and continues to strike a chord by offering quality French rosé in an accessible and stylish way.”

Yes Way Rosé has more than tripled since 2018, with top markets including Florida, Texas, California, and Minnesota. Reilly says that while the brand has innovated with sparkling and flavored offerings, there’s still plenty of runway with the flagship rosé, which comes in 750-ml. bottles, mini 187-ml. bottles, and four-packs of 250-ml. cans.

Several rosés with celebrity connections have also been emerging in the U.S. market. E.&J. Gallo’s Maison No. 9 was at 45,000 cases last year, boosted by its partnership with pop star Post Malone. The brand received a makeover last year for its second vintage that includes an updated logo and revamped color scheme. Meanwhile, Vanderpump Wines’ rosé jumped 14.5% to 44,000 cases in 2021, a steep increase from 2017’s 6,000-case total. The Provençal rosé is marketed by business-woman, restaurateur, television producer, and philanthropist Lisa Vanderpump, and handled by Palm Bay International.

Other leading French rosés on the rise lately include Rosé All Day from Biagio Cru (+4% to 91,000 cases), Fleur de Mer from Gallo (+9% to 85,000 cases), 90+ Cellars from Latitude Beverage (+0.5% to 62,000 cases), Aix from Kobrand (+39% to 52,000 cases), and Campuget from Dreyfus, Ashby (+2% to 51,000 cases). Fleur de Mer recently received a packaging update and is primed for further growth this year, Gallo tells SND.

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