France and the United States fuelling global consumption of rosés

Tuesday February 18 2020 by Vitisphere

 The French and American markets are still in growth mode and account for half of international rosé wine purchases. The French and American markets are still in growth mode and account for half of international rosé wine purchases. - Photo credit : CIVP

In 2018, global consumption of rosé wines totalled 25.6 million hectolitres. According to research released by the World Rosé Observatory (Provence wine marketing board CIVP and FranceAgriMer), on February 11 at Wine Paris, this is an all-time high, up 9% compared to 2017 and 40% since 2002. As the leading rosé consumer country, France accounts for 34% of global consumption, at 8.7 million hectolitres. Ranking second, the United States absorbs 16% of consumption volumes worldwide (at 5 million hl), way ahead of all other markets (1.6 million hl for Germany, 1.2 million hl for the United Kingdom, 1 million hl for Italy, etc.).

For France and the United States alone, “the development of consumption in these two countries represents 95% of the growth in global consumption of rosé over ten years (3.7 million hl)”, pointed out Brice Amato of the Provence wine marketing board. He also commented that while the French have the highest per capita consumption of rosé (16.2 litres/year), Americans drink much less per capita (1.9 litres/year). “The market does not seem to have reached maturity, so there is potential for growth”, added Amato.

As the French market undergoes structural changes to sales and the American market has to contend with a 25% additional tax, “2020 will not be easy [for Provence wines]. But we still aim to develop internationally (less USA and more Asia) and to consolidate sales in the French market (63% of Provence sales)”, said CIVP director Brice Eymard.

 

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