Rosé wines : a new chapter in growth and diversification

Evolving consumption patterns and geographic diversification

According to the 2024 World Rosé Observatory (data from 2022), produced by FranceAgriMer and the CIVP, rosé wine consumption is decelerating. Though still predominantly concentrated in Western Europe and North America, which accounted for 78% of volumes in 2022, consumption patterns are diversifying geographically. While traditional markets are experiencing a slowdown, significant growth is emerging in secondary markets such as Eastern Europe, led by Poland, as well as in Asia, particularly South Korea, and Oceania, including Australia and New Zealand. These regions present lucrative opportunities for rosé producers, particularly due to the potential for higher price points in these new markets.

Stable yet dynamic trade landscape

Rosé remains a heavily traded wine, with approximately half of all rosé crossing international borders before reaching consumers. In global wine trade, rosé wines have been steadily gaining market share, now representing over 10% of total volumes. A notable trend is the growing consumer preference for higher-value, premium rosé wines, reflecting a shift towards quality over quantity.

Opportunities amidst consumption slowdown

Despite the overall slowdown, rosé wines continue to captivate consumers with their light, refreshing profile and contemporary appeal. They are outperforming other still wine categories, particularly red wines, which are facing greater declines. The substantial supply of rosé wine suggests that future growth will likely come from a strategy of gradual premiumization and a reduction in entry-level production volumes.

Strategic Imperatives for Producers

To capitalize on these opportunities, rosé wine producers must refine their products, enhance their brand image, and innovate in packaging. A deep understanding of market demand and effective segmentation will be crucial for success in exporting rosé wines. By focusing on these strategic elements, producers can navigate the evolving landscape and sustain growth in this vibrant segment of the wine market.

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