ROSY DAYS FOR ROSÉ

THIS HAS CERTAINLY been the year of pink.  Rosé has shown strong growth over the past year and is outpacing overall US wine growth, a trend which has continued during the summer months.  The rosé wine category is valued at $2O7 million and grew by 53% in volume sales over the last 52 weeks, outpacing the overall category which is growing at 4%, according to Nielsen data.  Rosé wines are preferred more during the summer by 2O% of regular wine drinkers, and by nearly 4O% by females between 21 and 34 years old.  Additionally, Nielsen predicted that category’s popularity will likely extend beyond summer and into the rest of the year.  “While rosé only represents 1.5% of the total table wine category, it is growing at a rate unheard of in other categories,” Nielsen said.  Sparkling rosé is also having its moment with $139 million in annual sales and growing at 19%, more than double the total sparkling wine categories 9% dollar growth.  For the off-premise, many retailers are using rosé-specific signage and displays, and building dedicated pink-hued sections.  Social media promotion has been extremely effective with hashtag phrases like “Rosé All Day” or “Yes Way, Rosé” created specifically for the beverage and both Facebook and Instagram have been filled with rosé posts and pictures.  While the trend has tended to resonate with millennials who represent the bulk of the consumer base, baby boomers are a factor as well.  Last fall a Nielsen survey revealed that 18% of baby boomers who bought alcoholic drinks in the past 3O days did so out of impulse, compared to 11% of millennials, signaling the importance of in-store retail promotions.