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Insight of the Day: Is the future of rosé still rosy?

Rosé Market: A Tale of Intrigue and Shifting Fortunes


The rosé market, once booming, has experienced a slowdown in recent years. While overall wine sales have declined, premium rosé continues to show resilience, especially in key markets like the U.S., U.K., and Australia. The market is maturing, with trends shifting towards higher-priced, unique, and celebrity-backed brands. Sparkling and non-alcoholic rosé are also gaining traction.

Key Findings:

  • Celebrity-backed rosés are thriving due to built-in fan bases and strong social media presence.

  • Premium and super-premium rosé categories are showing strong growth, while the overall wine market is declining.

  • Sparkling rosé and non-alcoholic rosé are emerging as promising segments.

  • Consumer preferences are shifting towards lower ABV, daytime drinking, and mindful consumption.

  • Provence remains the leading region for rosé production, but other regions are also gaining recognition.

Key Takeaway:

The rosé market is evolving, with a shift towards premiumization, diversification, and a focus on unique branding and storytelling. While the explosive growth of the past may have slowed, there are still significant opportunities for brands that can adapt to changing consumer preferences and offer high-quality, distinctive rosés.


The trend is towards premiumization, with consumers willing to pay more for unique and high-quality rosés. There is also a growing interest in sparkling and non-alcoholic options. Celebrity endorsements and strong branding are increasingly important for attracting consumers.

Consumer Motivation:

Consumers are motivated by a desire for unique and high-quality products, as well as a sense of luxury and exclusivity. They are also looking for lower-alcohol and non-alcoholic options that fit into a healthier lifestyle.

Driving Trend:

The trend is driven by changing consumer preferences, increased awareness of rosé as a serious wine, and the influence of celebrity endorsements and social media.

Target Audience:

The target audience for rosé is diverse, encompassing various demographics and income levels. However, the growing premium segment is particularly appealing to affluent consumers who value quality and exclusivity.


The article mentions several rosé products and categories:

  • Celebrity-backed rosés (e.g., Snoop Dogg's 19 Crimes Cali Rosé, Kylie Minogue's Rosé, Chateau Miraval)

  • Premium and super-premium rosés (e.g., Miraval Muse de Miraval Cotes de Provence Rosé, Domaine Prieuré Roch Bourgogne Roses Rosé)

  • Sparkling rosés (e.g., Champagne Palmer Champagne Rosé Solera, Prior Lucas Rosé)

  • Non-alcoholic rosés (e.g., Lautus De-Alcoholised Wines, Prima Pavé NA Wine)


The rosé market is undergoing a transformation, with a focus on quality, uniqueness, and brand storytelling. While overall growth has slowed, the premium segment is thriving, and there are promising opportunities in sparkling and non-alcoholic categories. Brands that can adapt to these trends and offer high-quality, distinctive rosés are likely to succeed in this evolving market.

Implications for Brands:

Brands need to focus on creating unique and high-quality rosés that stand out in a crowded market. They should also invest in strong branding and storytelling, leverage celebrity endorsements, and consider expanding into the sparkling and non-alcoholic segments.

Implications for Society:

The evolving rosé market reflects changing social trends, including a shift towards premiumization, health consciousness, and mindful drinking. The increasing popularity of rosé can also contribute to a more diverse and inclusive wine culture.


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