LWF 2014: Rosé ripe for premiumisation - analyst
Rosé demand has increased in some regions
An analyst has called on the wine industry to do more to premiumise the rosé sub-category, if it wants to attract young adult consumers in mature markets, such as the UK.
Senior Euromonitor analyst Spiros Malandrakis said retailers have few options for high-value rosé, despite it hitting the “sweet spot” with 18-24-year-olds. Currently, most rosés in the UK sit in the middle of the value range, Malandrakis said.
“Rosé is very casual and very approachable for the younger demographic,” the analyst said at this week's London Wine Fair. “It hasn't had much to do with premiumisation yet ... (but) I think this is something that the industry should be looking into in the next couple of years.”
Global interest in rosé is increasing. Exports of rosé wines from France's Provence region increased last year by 15% on increased demand from the US, according to Conseil Interprofessionnel des Vins de Provence.
In April, Vranken-Pommery and Castel gained regulatory clearance to launch a JV focussing on rosé after Vranken's rosé stable posted volume growth of 8% last year.
- A Wild Geese, Pernod Ricard conspiracy theory?
- Coca-Cola Beverages Africa - A new powerhouse
- Can craft breweries compete in lager arena?
- Remy Cointreau's Q1 performance by brand, region
- SABMiller's Q1 2017 results - Preview
- Diageo starts formal talks over UK pension cuts
- New Hendrick's Gin would have to be "unusual"
- AB InBev faces US$7bn price rise for SABMiller
- Brown-Forman takes distribution in Spain in-house
- AB InBev halts VAIP incentive plan
- Adultifying Soft Drinks; Capitalizing on rising adult demand for non-alcoholic beverages
- Global RTD insights - market forecasts, product innovation and consumer trends
- Global travel retail insights - market forecasts, product innovation and consumer trends
- Global non-Scotch whiskies insights - market forecasts, product innovation and consumer trends
- Global Scotch whisky insights - market forecasts, product innovation and consumer trends