Wines of Provence announced that for the 12th straight year, exports of rosé wines from Provence to the United States have grown by double digits. Even as the American appetite for rosé continues to climb, the iconic dry rosé wines of Provence in particular have performed better still, with an astonishing 58% increase in sales volume over the last year, and an even more impressive 74% increase in value, according to the French customs agency and the CIVP/Vins de Provence. This is the largest spike, or increase, in Provence rosé exports to the U.S. since 2001.
“Figures like these confirm beyond a doubt that America has fallen in love with rosé,” says Eric Dufavet, Director of Wines of Provence. “And that when it comes to rosé, the choice is increasingly for the benchmark wines of Provence. We are proud that consumers worldwide have discovered the wines we have been creating here for 26 centuries. Rosé is deeply embedded in our culture and lifestyle; it is a pleasure to share this aspect of our heritage with the world.”
Research firm Nielsen shows that while U.S. table wine sales last year overall increased at an extremely modest 1.9% by volume and 5.3% in value, at the same time imported rosé over $12, as a category, grew by 56.4% volume and 60.4% in value. And even these numbers are dwarfed by the growth of Provence rosé imports during the same period: 58% volume and 74% value. These Nielsen numbers reflect the 52-week period of January 2015 to January 2016, and do not include on-premise restaurants or small independent retailers, the two primary channels for rosé distribution, indicating the growth numbers would be even greater if those two channels were accounted for.
Indeed, in the past year, for the channels that Nielsen monitors (food, drug, convenience store, mass merchandiser, chain, and liquor markets, excluding independent retail and on-premise figures), conservative estimates show that Provence’s rosé represents 29.7% of all imported rosé sold at American retail by volume (42.9% by value); and that Provence rosé makes up 42.4% of all French rosé sold here by volume; (53.9% in value). In other words, approximately half of all French rosé purchased in America now comes from Provence, considered the gold standard and market leader for rosé.
About Wines of Provence
Wines of Provence, known in France as the Conseil Interprofessionnel des Vins de Provence, is an organization representing more than 600 wine producers and 40 trade companies from the Provence region of France. Its mission is to promote and advance the wines of the region’s primary appellations. The organization’s members together produce 96 percent of Provence’s Appellation d’Origine Protégée (AOP) wines.
For more information: www.winesofprovence.com