Provence invented the Rosé revolution, yes that’s right!
It was 26 centuries ago, when the Greeks founded a colony in Marseille, that’s when the first vines and wine growing culture were introduced to Provence. The wines made in those days had a light color, similar to Rosé, because the maceration of juices with grape skins was either unknown or only practiced on a limited basis. Provence is therefore the oldest wine growing region in France, and the first wines to be made were Rosés.
Making Rosé wines has been a specialty in Provence for generations, an integral part of the “art of living” that the region is so well known for. Provence’s climate, soils and grape varieties are all perfectly suited for Rosé winemaking.
With an average of 141 million bottles of AOC Rosé produced each year, Provence is the leading region in France, representing 35% of domestic production and approximately 5.6% of worldwide Rosé wine production.
Provence is also the only wine growing region to devote over 88% of its production to Rosé wines.
The know-how of the region’s winemakers, based on centuries of experience, has made Provence synonymous with Rosé wine for consumers, much more so than for any other region. Consumers immediately associate the region’s winemakers with Rosé wines.
In France, Rosé wines have been a hot item for years now: Rosé wine consumption has increased every year since 1990, setting a new record in 2013 when it represented 30% of the total wine consumption. Over the past 23 years, Rosé wine consumption has nearly tripled!
It has also become very trendy in France, and has definitely won over the general public: almost 9 out of every 10 wine drinkers say that they drink Rosé, representing a total estimated market of 36 million Rosé wine consumers.
But Rosé is more than just a passing trend. It has become an integral part of French society as consumer trends have changed and new life styles have emerged: meals that are less structured, the increasing popularity of ethnic cuisine from around the world, greater simplicity, new encounters, good times and instant gratification.
When drinking Rosé, the consumer discovers a different approach to wine – easier access, without all the constraints and traditional formalities. A wine that symbolises greater freedom.
The newfound public for Rosé wines has extended well beyond France’s borders and won over wine drinkers around the world (15% increase in consumption over the past 10 years; 22.3 million hectoliters in 2012 versus 19 million in 2002). These drinkers have demonstrated a preference for dry, light-colored Rosés, and Provence’s winemakers are recognized experts in these types of wines. Provence’s Rosés are thus well positioned to win over new customers abroad. Consumers in the United States have proven to be very enthusiastic, as imports of Provence Rosés increased by 40% between 2012 and 2013!
Source: Vins de Provence.