What is your generation’s demographics saying about how much wine you are drinking and the kinds of wine you are likely to be buying this year?
For the first time in 2015, the percentage of wine consumption in the United States by millennials surpassed baby boomers (42% versus 30%). The Wine Market Council also reported that millennials have one of the most varied tastes in wine drinking history. Combine this with the Nielson report that rosé (sparkling and still) sales are up and you can see a trend in the wine industry that you are probably noticing everywhere from the local grocery store to restaurants.
The 79 million strong millennials may be the part of the reason for the rise in rosé sales, but some other changes may be affecting our behavior as well. Rosé wine is no longer your grandmother’s white zinfandel. What used to be considered a sweet, grocery store wine is now finding its way on to some of the best wine lists in the United States like Chef Thomas Keller’s at The French Laundry in Yountville (Napa Valley) California.
Rosé can be made either dry or sweet but the increase in popularity seems directly related to the dry style of rosé. Think of Provence France with images of charming villages, vineyards, fields of lavender and rosé wine made famous by impressionist artists like Van Gogh, Cézanne, Matisse, and Picasso. France is the motherland of traditional, dry rosé (hence its name). Provence reported double digit increases in rosé sales to the United States for the 12 year in a row in 2015.
Rosé wine is also affordable with many wines priced under $20. While sparkling rosé wine is usually a little more expensive than still wine, it is also worth searching for in the store.
The rise of rosé is also seen in a variety of marketing campaigns with snazzy titles like Rosé Season, Yes Way Rosé, White Girl Rosé and Rosé All Day. Additional campaigns promote rosé wine to men as well as women with Real Men Drink Pink and Brosé Season. GQ published an article in 2015 featuring these Make Way for Brosé: Why More Men Are Drinking Pink.
If your intrigued to see how your wine preferences match up to the 2015 demographics, try a rosé wine from your local store and share your rosé wine experience in the comments.
Still want more, attend a Rosé festival. La Nuit en Rosé (Night in Rosé) is the world’s first festival dedicated to Rosé wine. It is not only a spectacular culinary experience, but also a celebration of an opulent lifestyle. Since its highly successful debut in June of 2014, the festival has expanded from New York into Los Angeles and Miami, with the addition of London coming up in 2016.