Conjoncture in France – Rosé market
Vinea Transaction on July 15, 2021
This economic report on the rosé market is based on available data collected from the following sources:
- Inter Rhône
- Syndicat des Vins de Côtes de Provence
- Syndicat des Vins d’Anjou
- France Agrimer
- BPI
- Interval
- RVF, other magazines and blogs
The rosé market comes from the French vineyard
Originally, the rosé was a marginal production. For 20 years (2001), the production of rosé has supplanted that of white in France and has experienced steady growth.
The Made in France rosé is a benchmark both on the French market and for export.
France is the world’s leading producer, consumer and exporter.
In 10 years, in France, the volumes of rosé sold in GD have increased by 20% while the red has decreased by 28%.
During confinement, the rosé is the only wine to have seen a 3.5% increase in sales.
On the international market, the worldwide consumption of rosé has only increased.
Between 2002 and 2018, it jumped 40%.
Today, at 26 million hl, world consumption is expected to exceed 35 million hl within 10 years, according to the rosé observatory.
The ISWR-Wine Intelligence study (Vinexpo Paris) predicts a drop in wine consumption of 0.2% between 2018 and 2023 but an increase in rosé from 9.3% to 10.1% in just 5 years.
It was the consumer who encouraged winegrowers to embark on rosé.
The production of rosé in France
3 types of rosé exist on the market:
1- Côtes de Provence rosé
To all my lords, honor, it is 80% of the PDO rosé offer.
This is a product that broke the day before the Covid, with prices exceeding € 400 / hl.
Today, the price is 350 € / hl.
It is a rosé for celebration, relaxation and leisure.
Rosé weak in color and refreshing, it is rosé with ice cubes, swimming pool, pizza, salad.
The first prices are between 7 and 10 €, the core range is between 12 and 16 € and the high-end rosés (classified growths) are positioned at 15 € and more.
2- The gastronomic rosé
This is an AOP rosé with 4 sources:
- AOP Tavel (The first rosé in France).
- The rosé of Anjou which still has a relative sweetness (7g / l).
- The rosé of Bandol (60% of the production in Bandol and which takes 2 to 3% more each year).
- Generic PDO rosés, mainly CDR, Ventoux, Luberon (the latter two are positioned as aperitif rosé).
The bottles are positioned between 12 and 15 € including tax per bottle.
3- IGP
There are 3 of them:
- IGP Mediterranean (PACA Region)
- IGP Pays d´Oc (Languedoc region)
- IGP garden of France (Loire Valley)
These PGIs are new to the market and make it possible to absorb the very strong growth both in France and for export.
These are aperitif rosés and are positioned on the first prices +/- 5 € incl. Tax per bottle.
4- Summary of the offer
Côtes de Provence and gastronomic rosé
|
Surface Ha |
Yield | Volume (hl) | Price in € per hl | Price ha |
Evolution of sales |
|
| Côtes de Provence | 20,000 | 50 | 1 million | 350 | 90 to 100 k € / ha (*) | +++ |
| Tavel | 930 | 46 | 45,000 | 320 | 75 – 85 | + |
| Rosé / Cabernet Anjou | 2,500 | 50 | 120,000 | 290 | 45 – 50 | + |
| Bandol | 1,500 | 45 | 30,000 (60% of production) | 420 | 100 – 120 (*) | + |
| Other PDOs | 3,000 (estimate) | 50 | 150,000 (estimate) | 200 (estimate) | 35 – 45 | + |
(*) excluding seaside and classified growths
Rosé IGP
|
Surface Ha |
Yield | Volume (hl) | Price in € per hl | Price ha |
Evolution of sales |
|
| IGP Mediterranean | 120,000 ha | 75 | 9 million | 120 | 20-25 | +++ |
| IGP Pays d’Oc | 60,000 ha | 75 | 4.5 million | 120 | 20-25 | +++ |
| IGP Jardin de la France | 20,000 ha | 75 | 1.5 million | 120 | 20-25 | ++ |
These data are estimates because concerning the production of PGI rosé, it is declared annually and can be very variable.
During the Covid, declarations of IGP rosé decreased because the winegrowers know full well that they must be consumed within the year.
Rosés table wine: we do not have statistics on the production and marketing of rosé wines in the table wine category.
Unclassifiable rosés-out of category: these rosés play on the grape variety, winemaking techniques, price positioning, etc.
The result is the Clos du Temple 2019. It was elected on the nose and beard of the Grands Crus of the Côtes de Provence, best rosé in the World 2020 at the Global Rosé Master of Drinks Business.
It is produced by Gérard Bertrand on the atypical terroir of Cabrières in Languedoc (schist and altitude), it has been matured for 6 months in new barrels and is priced at € 190 per bottle).
Summary
The rosé market is centered on pale rosé, it is obvious with two offers:
- The label made in Côtes de Provence (bottle between 12 and 18 € TTC)
Some exceptional vintages exceed € 20 and some suppliers switch to volume (Minuty and Miraval). It should be noted the major maneuvers launched by LVMH which have just acquired 3 properties and which aim to create a premium range with specific brands and prices above € 20 per bottle.
- The label made in IGP: it is a first-price volumetric market with a positioning between € 4 and € 6 per bottle.
The gastronomic rosé market: this market is not in decline at all.
It receives less media coverage but is growing steadily because it is capturing market share in the red and it is a truly well-established niche market.
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