Brian Freedman , CONTRIBUTOR - Forbes.com
Rosé appears to be entering a new phase of appreciation in the United States. After years of the pink-wine news being mainly focused on reports of its growing acceptance among consumers and sommeliers, and the ever-increasing sales of it, discussion of the wines, and the way they are being marketed, has been focusing increasingly on its diverse styles and the consumers that they appeal to.
The ascendance of the category has been well-documented before, and the numbers are still impressive: In 2015, according to beveragedynamics.com, rosé grew by 31.8% in the United States, with an even bigger leap among bottles costing more than $11 each—that end of the category exploded by 59.9%, which implies that rosé is no longer being looked at among consumers as a homogenous style, but, rather, as a wine like any other, with a multitude of expressions and price points that can be justified.
Much of this growth is being attributed to men, who make up an increasingly important segment of the market for rosé. In fact, the term “brosé” has been successfully used to refer to the kind of dry pink wine that men can drink with confidence. The packaging of rosé has begun to reflect this, too: SAVED Magic Maker 2014, for example, is a bracingly dry, spice- and licorice-tinged bottling whose label was designed by tattoo artist Scott Campbell and that is likely to appeal to men as much as it does to women.
Among existing and potential rosé drinkers, a great deal of its success also has to do with the fact that higher quality dry rosé has shed much of its former association with sweet pink wines like white zinfandel. In doing so, a wider audience of potential consumers has grown more open to it, which has led to a broader base that is buying it.
Read the full article here.
The ascendance of the category has been well-documented before, and the numbers are still impressive: In 2015, according to beveragedynamics.com, rosé grew by 31.8% in the United States, with an even bigger leap among bottles costing more than $11 each—that end of the category exploded by 59.9%, which implies that rosé is no longer being looked at among consumers as a homogenous style, but, rather, as a wine like any other, with a multitude of expressions and price points that can be justified.
Much of this growth is being attributed to men, who make up an increasingly important segment of the market for rosé. In fact, the term “brosé” has been successfully used to refer to the kind of dry pink wine that men can drink with confidence. The packaging of rosé has begun to reflect this, too: SAVED Magic Maker 2014, for example, is a bracingly dry, spice- and licorice-tinged bottling whose label was designed by tattoo artist Scott Campbell and that is likely to appeal to men as much as it does to women.
Among existing and potential rosé drinkers, a great deal of its success also has to do with the fact that higher quality dry rosé has shed much of its former association with sweet pink wines like white zinfandel. In doing so, a wider audience of potential consumers has grown more open to it, which has led to a broader base that is buying it.
Read the full article here.
