French Rosé wines from Provence are experiencing a significant growth in popularity throughout the world, but particularly in the United States, which absorbed half of last year’s exports.
The internationalisation of rosé wines from Provence is “accelerating”, said Brice Eymard, director-general of the Conseil Interprofessionnel des Vins de Provence (CIVP), when meeting the press in Paris in March.
“Until 2010-11, we exported relatively little production, with France being the main producer and consumer, but now we see the share of exports accelerating sharply,” he said.
In terms of volume, exports of rosé wines, which had already increased by 34% between 2014 and 2015 and by 31% between 2015 and 2016, jumped another 36% between 2016 and 2017.
In money terms, after an initial jump of 48% in export sales between 2014 and 2015, the increase was 35% between 2015 and 2016, plus another 38% between 2016 and 2017, according to CIVP figures, based on customs statistics.
The US has become the leading importer, with 22 million bottles purchased last year, accounting for 43% of Provence rosé exports by volume and half by value. Sales to the US, which were barely e3m in 2008, reached e114.3m last year.
Today, 19% of Rosé de Provence is grown organically (versus 9% in French vineyards in general) and vineyards cover 27,000 hectares, for 486 private cellars, 61 cooperative cellars and around 100 trading companies, with an annual turnover of EUR 1.5 billion in 2017.
ROSÉ IN ASIA
Rosé remains very much a niche market in Asia, but there are signs of future growth. No Asian country features in the Top 10 selling rosé countries in the world. In China, rosé wine sales currently barely register, but they are nevertheless increasing rapidly. At last count, Rosé had less than 3% share of the wine market in Hong Kong. In Japan, rosé consumption has increased significantly in recent years, but last year still only accounted for less than 4% of total still wine sales.