As the summer season kicked off, I wondered: Has the world has finally reached peak rosé?
“Definitely not,” says Jean-Guillaume Prats, the former chief executive officer of Château Lafite Rothschild. In the past three years, his family and two high-profile partners have acquired three châteaux in Provence, and this spring launched a new global rosé brand, Roseblood. They’ll make 1 million bottles in vintage 2023, and even more next year.
Although rosé sales have rocketed ever upwards for more than a decade, IWSR Drinks Market Analysis shows a possible slowdown in the U.S., with the volume of retail sales declining 3% from 2021 to 2022. Adam Rogers, research director for the U.S. market, says, “Quality brands with authenticity and style have continued to increase in demand, while many of the lower quality brand offerings have fallen out of favor.” He adds that the outlook for future declines will be “largely driven by the lower-priced end of the market.”
