Rosé sales soar 150% as Brits hit ‘tipping point’
Sales surge as temperatures rise above 20°C, with rosé also increasingly enjoyed year-round. The post Rosé sales soar 150% as Brits hit ‘tipping point’ appeared first on The Drinks Business.
Waitrose has identified 20°C as the UK’s “rosé tipping point” - the temperature at which sales of the pink wine jump by 150% - The Times has originally reported.
The supermarket expects rosé to fly off shelves this week, as forecasters predict sunshine and highs of up to 27°C across the country. It follows a weekend of warm weather, which saw consumers turn to rosé in large numbers.
While traditionally seen as a summer drink, rosé is gaining popularity outside the warmer months. Majestic Wine reported a 25% increase in rosé sales over the festive period, suggesting a shift in seasonal drinking habits.
Dry, not sweet - and not just for women
Despite lingering perceptions of rosé as a sweet, seasonal wine, Waitrose has revealed that 90% of the rosé it sells is dry. This, it says, challenges the common assumption that darker rosés are necessarily sweeter.
“The hue of a bottle of rosé does not necessarily link to its flavour profile,” a spokeswoman for the retailer said. “The idea that dark equals sweet is a misconception; rosés often appear dark due to the vinification process.”
Rosé has often been typecast as a drink for women – nicknamed “lady petrol” in some quarters – but CGA Strategy notes it also appeals to younger consumers and urban drinkers. The research firm reports that rosé sales by value rose by 7.6% last year, with premium brands growing at 18.9%.
CGA also noted rosé’s versatility: “Rosé has a loyal consumer base, with nearly half of its drinkers choosing it every or almost every time they go out. Nearly as many consumers select it for both drink-led and food-led occasions - nine percentage points more than the average for all still wine drinkers. It over-indexes on special occasions and high-tempo nights out too.”
Serving suggestions and ice debate
Waitrose advises serving Provence-style rosé between 7-10°C, ideally by removing it from the fridge around 20 minutes before drinking. Fuller-bodied rosés, such as Les Cigalieres Tavel, are best served slightly warmer at 12-13°C, to preserve their complexity.
And when it comes to adding ice? “It’s acceptable,” said the Waitrose spokeswoman, “but be warned the flavour might be slightly dulled.”
The best rosés between £20 and £30
As db reported last week, the entry point for quality Provençal rosé now typically starts above £20 - a notable shift from just a couple of years ago. £23 appears to be the new benchmark, reflected in the price of category leader Whispering Angel.
That said, the top-scoring wine in this price bracket at the Global Rosé Masters came not from Provence, but from Austria, showing the strength of Central European rosé. All wines below were awarded Gold or higher in this year’s competition.
Top picks include:
- Château Puech-Haut Theyron 2024
- Château de Galoupet G de Galoupet 2024
- Château Sainte Marguerite Fantastique Rosé 2024
- Love by Léoube 2024
- Château des Demoiselles Rosé 2024
