Rosé demand has increased in some regions

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.