Wine Insights Report - key strategies for Rosé success
‘A Deep Dive Into Rosé’ is the latest of CGA’s exclusive Wine Insight Reports. Combining sales data with an in-depth survey of consumers’ wine habits and preferences, they provide a definitive picture of out-of-home wine drinking, and a springboard to successful sales and marketing strategies.
Below are five of the insights from the report.
1 Growing consumption A third (34%) of consumers now typically drink rosé wine in Britain’s On Premise, and a fifth (21%) are drinking it more often than they were a year ago. Growing interest meant rosé’s sales by value increased by +7.4% over the 12-month period covered in the report—double the rate of value growth for the still wine category as a whole.
2 A young, female, urban and affluent consumer base Rosé wine attracts consumers of all profiles, but the report shows that women, younger people and city dwellers are all more likely than average to choose it. Rosé drinkers also tend to be highly engaged with bars and restaurants, spending £126 a month there—£10 more than the average.
3 Flexibility across occasions and dayparts Rosé is a versatile category, with appeal across occasions, dayparts and channels. Nearly three quarters (72%) of rosé drinkers consider it suitable for all occasions, and 42% choose it for both food and drink-led occasions—nine percentage points higher than the figure for all still wine drinkers.
4 Scope for premiumisation Premium rosé sales by value soared by +18.9% in the 12-month period—much higher than the figures for premium red (+7.7%) and premium white (+10.2%). And with 62% of rosé consumers likely to pay more for a better quality drink, there is clearly an appetite for more premium rosé options on wine lists.
5 Headroom for growth in sparkling A fifth (21%) of consumers now typically drink sparkling rosé—just ahead of consumption rates of Champagne (19%) but well behind Prosecco (37%). However, with 23% of sparkling rosé consumers drinking it more often than they were a year ago, the gap may be closing. With a flexible range of occasions, sparkling rosé is making a strong case for greater prominence on wine menus.
More information
‘A Deep Dive Into Rosé’ provides much more analysis of consumers’ engagement with the rosé category, including by channel, occasion and daypart. It is one of a four-part series of Wine Insight Reports, with other editions exploring the sparkling wine category, the growing importance of ethics and sustainability in consumers’ decision making and the impact of the cost of living crisis.
The Wine Insight Reports are available individually at £1,075 each, or as a complete set of four for £3,900. To learn more, click here and contact Mark Newton at mark.newton@nielseniq.com.
