Over the past 10 years there has been a shift in the perception of rosé wine. Often thought to be sticky blush wines of the White Zinfandel kind, they were popular in the past yet quickly developed a negative connotation as a wine for people who do not have much knowledge about the category. However, ten years ago things started to change – French rosés, or Provencal rosés, started to introduce rosés that were less sweet and sticky into the US market and since then the category has grown exponentially. This report provides insights in the consumption behaviour of US regular wine drinkers who drink rosé and blush wines, such as their motivation to drink and the off-premise occasions for these types of wine in comparison with other wines, and also picks up on some consumer trends within the category.

This report also highlights the opportunities for the rosé wine category in the US market. The number of consumers entering the wine category in the US is growing and younger consumers, particularly Millennials, are more open to drinking rosé wines compared to older wine drinkers. As less experienced drinkers, they are more open to experimenting and trying wines which may, in the past, have had a stigma attached such as pink blush wines. In fact, they perceive rosé as a trendy drink compared to older rosé drinkers. The growth and popularity of still light rosé category could benefit other wine categories such as sparkling, presenting opportunities for sparkling wine producers to promote their sparkling rosés
Drawing on data collected from our October 2017 wave of Vinitrac®, secondary sources and market experience, the Rosé & Blush Wine Drinkers in the US 2018 report includes:
▪Overview of the US rosé and blush wine market: alcoholic beverage repertoire, consumption frequency and change in consumption
▪Rosé and blush vs other types of wine: seasonality, motivations to drink, place of origin and style descriptors
▪Rosé and blush wine drinkers profiling: consumption frequency, demographics, involvement, motivation to drink and style descriptors
▪Rosé and blush wine drinkers’ brand awareness and purchase