S.W. and Rich Hermansen
Guest Writers
wine@lbknews.com
Rosé wines have rapidly gained popularity during the last decade among French wine buyers, both in volume sold and relative to the volume of red wine sold. All this despite the fact that many French males over 40 years of age consider Rosé too delicate for occasions other than beach, swimming pool, and garden parties. Today, one of every three bottles of wine sold in France contains Rosé, and younger men are buying their share,
French Rosé sold in the USA has also increased both in volume sold and relative to sales of red wine, although volume sold by the top eight brands has decreased between 2022 and 2023. A crude summary of 2022 and of 2023 unit sales shows a decrease of just less than 3%:
This summary of 2022 vs. 2023 sales obscures two interesting stories that data could tell about the present and likely future of Rosé wines in the US market: 1). the fickle nature of cute brand names and celebrity connections, and, 2). the impact of commodity price competition in agriculture markets.
Attractive brand names and celebrity connections tend to fade over time. The Whispering Angel brand name and celebrity connections of Miraval (Angela Jolé and Brad Pitt) have helped these brands, along with the Whispering Angel’s offspring The Beach, enjoy continuing success. The recent addition of another celebrity Rosé, Hampton Water (Jon Bon Jovi and Jesse Bongiovi allied with famous winemaker Gérard Bertrand) have taken a small share away from other expensive (for Rosé) brands. A buyer who is looking for a gift or a conspicuous consumable to share at a party has another brand on shelf of a wine shop or supermarket to consider. Relatively few wine buyers shop for Rosé wines at the $20 price point or higher. A new entry in this market segment has to grab market share from the market leaders.
The volume of French Rosé wine sold in the USA depends to a large extent on the price. The more expensive Rosé are losing ground, except for the more current celebrity Hampton Water brand, to the less expensive brands. In the USA, dollar sales of the first and third best-selling French Rosé have declined by $25 million in 2023. Sales in dollars of the second best-selling wine in the list, a decent $8 Rosé blend (Grenache, Cinsault, and Syrah) from the southern Rhone Valley of France have increased by more than $3 million.
The future of Rosé wines appears assured. Younger wine buyers are looking for easily quaffable, light, and fruit flavored wines at the same price point as sour fruit beers, flavored hard seltzers, and sweet cocktails in a can. Producers of Rosé source grapes from vast regions of France, Spain, South Africa, South America, the USA, and Australia. Ideally fresh and natural, Rosé wines require little or no aging and few delays between grape crushes, fermentation, and bottling.
Aside from the La Vielle Ferme, which sells for a price as low as $6, the 2023 Emma Reichart Rosé of Pinot Noir from the Nahe region of Germany ($8) has a more acidic though pleasant taster that complements stronger cheeses and lighter pork dishes.
Rosé belongs to the Summer. Stock up this bargain pool party and beach staple.
S. W. Hermansen has used his expertise in econometrics, data science and epidemiology to help develop research databases for the Pentagon, the National Institutes of Health, the Department of Agriculture, and Health Resources and Services. He has visited premier vineyards and taste wines from major appellations in California, Oregon, New York State, and internationally from Tuscany and the Piedmont in Italy, the Ribera del Duero in Spain, the Barossa Valley and McLaren Vale in Australia, and the Otego Valley in New Zealand. Currently he splits time between residences in Chevy Chase, Maryland and St. Armand’s Circle in Florida.
Rich Hermansen selected has first wine list for a restaurant shortly after graduating from college with a degree in Mathematics. He has extensive service and management experience in the food and wine industry. Family and friends rate him as their favorite chef, bartender, and wine steward. He lives in Severna Park, Maryland.
