3 Minute read
File Under: Tradecraft
Rosé is clearly not dead, on pause, or challenged by the orange wave – no matter what some hackneyed publication will tempt you to click sometime soon.
Rosé as a broad category is so expanded compared to more than a decade ago that it is truly shocking to consider how varied and wonderful it is now. Real Rosé is much easier to find by the day.
However, the Rosé season is the nut that the industry has been trying to crack for more than a decade and I am not sure we ever will. In early 2019, I wrote about the explosion of Rosé as a category and that we as an industry have a Rosé situation. We still have meaningful work to do to prove that we think of Rosé as an all year wine.
Exactly like ten years ago, some Rosés will sell through and echo into the marketplace and some won’t this year. Some will get famous and others will fade quietly away into the next season. Does that mean that the Rosé that doesn’t fly is going to be DOA next season? Nope. Famously, López de Heredia Rosé (Rosado) hardly sold at all on first release in the US and had to be closed out.
The current market drivers today are still allocation (scarcity), seasonality (warmer days, higher sales), name recognition (fame), same as it ever was (habitually bought), color (light pink for the big sales), and price (sub $14.99 is the high volume).
We still have a ways to go to get to where we want to be as an industry with Rosé, but any news of the death of Rosé will be greatly exaggerated. This will be (and in many ways, already is) a raucous Rosé season.