According to figures released this week by the Provence wine trade board CIVP, France is the world leader in terms of rosé wine production with output of 6.5 million hectolitres in 2011 - over a quarter of global volumes – ahead of Italy and the United States. Trade in rosé wines has also increased in recent years with one in four bottles of rosé now crossing a national border before being imbibed.
Within France, Provence is by far the main producer region (136 million bottles), accounting for 40 percent of all French rosé wines which translates to a 5 percent share globally. Despite the acceleration in international trade, however, Provence under performs when it comes to exports. Only 14 percent of its output is shipped overseas compared with a global average of 25 percent. This is primarily because France has provided a strong domestic market for Provence rosés, not only because the French themselves remain keen supporters of ‘brand France’ but also because Provence welcomes huge numbers of holidaymakers from around the world every year.
Nationwide, over half of PDO rosé wines sold in multiple grocer stores are from Provence and the value of Provence rosés in this distribution channel has grown by 43 percent over the last decade. Also, more than one in four bottles of wine sold in the on-trade is now rosé, and Provence wines are listed three times more than the region’s nearest rival. In France, one of the main factors driving growth has been rosé wines’ strong appeal across the generations. Although the 18-24 age group drinks relatively more rosés than other age groups, pink wines are now popular across-the-board and increasingly so amongst women. Penetration rates in France are extremely high with nine in ten wine consumers drinking rosé, equating to a total market of 35.5 million consumers. The ability of the segment to transcend seasonal consumption has also been a major factor in its success and one that looks set to ensure continued growth.