03.24.2008  
 

U.S. Rose' Sales Surge 53.2%

Rosé $8 and up grew nearly 17 times faster than table wine by volume

 
by Tina Caputo
 
U.S. Rose' Sales Surge 53.2%
Source: Nielsen Total U.S. Food, Drug, Liquor
52 weeks ending 02-09-08
 
Point Richmond, Calif. -- Sales of rosé wines priced $8 and above grew 53.2% by value and 49.1% by volume during the 52 weeks ending Feb. 9, 2008 (total U.S. food, drug, and major liquor markets), according to the Nielsen Co. Compared to the overall market, rosé sales grew nearly 8 times faster by value and 17 times faster by volume than total table wine sales.

Total table wine sales increased 6.3% by value and 2.9% by volume over last year, according to the Nielsen Co. report. Domestic rosé sales for wines priced $8 and higher showed stronger growth than those for imported rosé wines: Domestic rosé sales increased 62.6% by value and 51% by volume, while imported rosé sales grew by 50.5% by value and 48.5% by volume.

"Though still a small slice of the overall U.S. wine market, these numbers are very impressive," said Danny Brager, VP group client director, beverage alcohol, the Nielsen Co.

Rosé sales account for a little over one-tenth of a share point nationally for off-premise. In the San Francisco market, they reach one quarter of a share point on dollars for grocery store sales.

In key markets, Miami led the way with 89.4% growth, followed by Seattle (86.6%), New York (75.2%) and San Francisco (39.4%). In domestic versus imports, domestic rosés saw the greatest surge with a 62.6% growth in dollars and 51.0% in volume. Imports continue to dominate the category, owning a 76.7% share on dollars.

U.S. Rose' Sales Surge 53.2%
Source: Nielsen Total U.S. Food, Drug, Liquor
52 weeks ending 02-09-08
 
"These latest numbers demonstrate a powerful long-term trend for fine rosé in the U.S.," said Paige Poulos, president of Paige Poulos Communications and co-founder of the pro-pink-wine association Rosé Avengers & Producers' (RAP). "Rosé has become an important and respected wine on the American table."

The surge in rosé's popularity is reflected in the success of RAP's annual "Pink Out!" wine tasting. The 4th annual rosé tasting will be held on May 13 at Butterfly restaurant in San Francisco, and will feature 45 still and sparkling rosés from around the world.

From its first event in 2005, RAP's Pink Out! tastings have drawn full-house crowds, Poulos said. This year's event is expected to sell out in advance, Poulos added, as it has in previous years.

The trade and media tasting will be held from 4 to 6 p.m; the consumer tasting will take place from 6:30 to 8:30 p.m. Consumer tickets are $35 in advance, available at rapwine.com. Media and trade passes (RSVPs and credentials required) can be obtained by contacting Danielle Coe or Christina Zirker of Paige Poulos Communications at (510) 970-9777 or by e-mailing rap@paigepoulos.com.
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