Be Rosé Ready

5/6/2016

Don’t let the pink color fool you: rosé is powerful, dynamic and making waves across the entire wine category. Wine lovers are looking for new, exciting options to delight the palate, like rosé, and wine makers are getting in on this new trend. From small vineyards to the big houses, producers are innovating with new flavors, packaging trends and price point thresholds to make rosé irresistible. As consumer demand continues to rise, here are five things you need to know to capitalize on rosé.

According to GQ.com, men are positively passionate about this pink drink. Men represent 45% of total rosé consumed, according to a May 2012 study by Revue Vinicole Internationale. Rosé wine sales are growing 18 times faster than overall table wine, according to a recent Nielsen report in the four weeks ending on February 26, 2016 , and men are an essential part of that growth. 

Keep that in mind as you make your menu list or plan your merchandising for the summer.

They are the most highly sought after consumer group: the Millennials. Born in the 1980s and 1990s, they are driven to turn every moment into a special occasion, trading up on products and price points in their everyday purchases. Millennials are responsible for up to 42% of all wine consumed in the U.S. in 2015, totaling 159.6 million cases, according to a new report by the Wine Market Council, as reported by Wine Spectator. This represents a huge opportunity for the Champagne, bubbles and rosé categories to capitalize on.

The Millennial demographic drank more wine in 2015 than any other generation in recorded history. To grow your business, you must understand, target and engage the Millennial consumer base.

Rosé is already popular with celebrities active on social media, and we have seen their fondness for the pink drink spread like wildfire among their millions of followers. This is something any business can participate in and build upon.

Consider using any of the flood of hashtags when selling or discussing this category in life or specifically on Instagram. 

(540,000 posts on Instagram alone)

(30,000 posts on Instagram alone)

#yeswayrosé (10,000 posts on Instagram alone)

American wine makers are the world’s 3rd largest producer of rosé. Much of the pink wine produced in America is the common sweet blush wine, known as zinfandel. Domestic wines are always a great opportunity to build on consumers’ patriotism and passion for local products.

The top 10 rosé styles include:

  • Grenache Rosé
  • Sangiovese Rosé
  • Tempranillo Rosé
  • Syrah Rosé
  • Cabernet Sauvignon Rosé
  • Zinfandel Rosé
  • Tavel Rosé
  • Provence Rosé
  • Mourvèdre Rosé
  • Pinot Noir Rosé.

For more details on these varietals visit Wine Folly.

The community of rosé wine producers is committed to innovating to keep your customers engaged. They continue to deliver their product in bright, beautiful and innovative bottles; boxes and cans; even producing ornate containers that look like perfume bottles. 

Whether you are looking for an on premise fast mover that can serve as your patio pounder or reorganizing your shelf space to engage women, millennials and a growing number men, try moving beyond the stereotypical white zinfandel expectations of the rosé category and embrace the strength of this emerging category.

Contact your Sales Consultant to see learn more about Breakthru’s full rosé portfolio.

Sources: http://vinepair.com/wine-blog/7-maps-charts-explain-rise-rose-in-america/, http://www.winespectator.com/webfeature/show/id/52689 , http://www.gq.com/story/brose-pink-wine-for-men

 

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