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Rosé Wine - UK - October 2010

This is a one-off Mintel report focusing specifically on the rosé market rather than analysing the entire wine market, which segments into red, white and rosé wine.

The reason for this report is that despite very challenging market conditions, rosé has shown exponential growth in the past decade, even proving recession-proof, and has grown from a niche segment into a £1 billion plus market. This report looks at why it has been so successful.

  • Rosé has recently hit the £1 billion barrier and Mintel forecasts that it will continue to grow its share of the total wine market over the next five years, at the expense of red and white wine.
  • Dual rather than blanket targeting is key to maximising rosé sales, with better quality rosés attracting existing, affluent wine drinkers, while sweeter-tasting versions attract consumers from outside the wine category, who are typically younger and of more modest means.
  • Packaging innovations such as rosé in a can or ready-to-serve glass, can help target this new breed of younger wine drinker, who are more interested in smaller formats than the traditional 75cl bottle.
  • Producers should focus on rosé’s freshness in order to tap into the 5 million rosé drinkers, that view this as an important factor in choosing which wine to buy.
  • While rosé is associated with summers, Mintel’s analysis shows that it is now drunk all-year-round and distribution and marketing strategies should reflect this.
  • Older, more traditional wine consumers see rosé as third in their repertoire of wines but this attitude can be changed through a greater focus on food matching.

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Table of contents

  1. Issues in the Market

      • Scope of the report
        • Definition of rosé
          • Excluded
            • Abbreviations
            • Future Opportunities

                • Trend: Rise and fall of the high street
                  • Trend: Cult of celebrity
                  • Market in Brief

                    • Unlike red and white wine, rosé is thriving
                      • A product requiring dual targeting
                        • Areas where rosé can develop
                        • Internal Market Environment

                          • Key points
                            • Rosé’s reinvention
                              • Rosé drives growth as wine plateaus
                                • Figure 1: Trends for types of wine drunk most often, 2007-10*
                                • Figure 2: Trends in Britain’s drinking habits, generally and in and out-of-home, 2006-10
                              • Rosé no longer relies purely on summer
                                • Figure 3: Proportion of population drinking rosé wine most often, by quarter, 2006 Q2-2010 Q1
                            • Broader Market Environment

                              • Key points
                                • Continued heavy taxation pushes up the cost of wine…
                                  • Figure 4: Trends in duty per 75cl bottle of wine, 2003-10
                                • … something which can work to rosé’s advantage
                                  • … but also works against it
                                    • Economic restraints will continue in the short term
                                      • The EU protects the integrity of the rosé brand
                                        • Impact of demographic changes
                                        • Competitive Context

                                          • Key points
                                            • A more fragmented alcohol market
                                              • Figure 5: Drink types consumed in the past 12 months, 2006-10
                                            • Sparkling wine outperforming still
                                            • Strengths and Weaknesses in the Market

                                              • Strengths
                                                • Weaknesses
                                                • Who’s Innovating?

                                                  • Key points
                                                    • Experimenting with packaging
                                                    • Market Size and Forecast

                                                      • Key points
                                                        • Rosé can expect continued rapid growth
                                                          • Figure 6: Trends and forecast for total volume sales of rosé, 2005-15
                                                        • Market passes £1 billion barrier for the first time
                                                          • Figure 7: Trends and forecast for total value sales of rosé, in current and constant prices, 2005-15
                                                          • Figure 8: Trends and forecast for total retail price per 0.75cl bottle of rosé, in the on- and off-trade, 2005-15
                                                      • Market Segmentation

                                                        • Key points
                                                          • Rosé sales are surging ahead in the on-trade
                                                            • Figure 9: Trends and forecast for volume and value sales of rosé wine in the on-trade, 2005-15
                                                          • Off-trade continues to deliver the bulk of rosé sales
                                                            • Figure 10: Trends and forecast for volume and value sales of rosé wine in the off-trade, 2005-15
                                                        • Companies and Products

                                                          • Key points
                                                            • Diageo
                                                              • Product range
                                                                • E & J Gallo
                                                                  • Product range
                                                                    • Recent activity
                                                                      • First Drinks
                                                                        • Product range
                                                                          • Recent activity
                                                                            • Foster’s Wine (now Treasury Wine Estates)
                                                                              • Product range
                                                                                • Recent activity
                                                                                  • Pernod Ricard
                                                                                    • Product range
                                                                                      • Recent activity
                                                                                        • Constellation Europe (CE)
                                                                                          • Product range
                                                                                            • Recent activity
                                                                                            • Consumer – Rosé Usage

                                                                                              • Key points
                                                                                                • Half of wine drinkers now drink rosé…
                                                                                                  • Figure 11: Penetration of wine drinkers, by wine type, June 2010
                                                                                                • … but rosé has yet to command the loyalty of ‘traditional’ wines
                                                                                                    • Figure 12: Crossover in drinking between rosé, white and red wine, June 2010
                                                                                                  • Rosé is attracting a new kind of consumer to wine
                                                                                                      • Figure 13: Solus rosé wine drinkers, by gender, age group and social grade, June 2010
                                                                                                      • Figure 14: Selected types of alcohol drunk by rosé wine drinkers compared to all wine drinkers, June 2010
                                                                                                    • Rosé is very much a girl’s drink
                                                                                                        • Figure 15: Index of rosé wine drinkers compared to all wine drinkers, by gender, social grade and age group, June 2010
                                                                                                      • Sparkling is pushing rosé’s image more upmarket
                                                                                                          • Figure 16: Proportion of drinkers of rosé and white wine who have drink them in sparkling or still format in the past 12 months, June 2010
                                                                                                      • Consumer – Rosé Drinking Occasions

                                                                                                        • Key points
                                                                                                          • Meal occasions are essential for wine consumers…
                                                                                                            • Figure 17: Drinking occasions for rosé drinkers in the last 12 months, June 2010
                                                                                                          • … but rosé drinking occasions differ from other wines
                                                                                                            • Figure 18: Wine drinking occasions in the last 12 months, solus rosé drinkers compared to wine drinkers excluding rosé, June 2010
                                                                                                          • Meal occasions are key to building on success of rosé…
                                                                                                            • … and attracting more interest from older consumers
                                                                                                                • Figure 19: Net difference in wine drinking occasions in the last 12 months, under-45s compared to over-45s, June 2010
                                                                                                              • Rosé wines can innovate to develop impulse market
                                                                                                                  • Figure 20: Purchase influencers of wine based on type of packaging, solus rosé drinkers compared to other wine drinkers, June 2010
                                                                                                              • Consumer – Influencers of Purchase

                                                                                                                • Key points
                                                                                                                  • Freshness is the major selling point…
                                                                                                                      • Figure 21: Factors influencing purchase of rosé wines in the last 12 months, June 2010
                                                                                                                    • … but the young love their rosé to be sweet
                                                                                                                        • Figure 22: Net difference in factors influencing purchase of rosé wines in the last 12 months, under-45s compared to over-45s, June 2010
                                                                                                                      • Solus rosé drinkers are a different breed to general wine drinkers
                                                                                                                          • Figure 23: Factors influencing purchase of rosé wines in the last 12 months, by general wine drinkers who consume rosé and solus rosé drinkers, June 2010
                                                                                                                        • Women focusing on colour when choosing
                                                                                                                            • Figure 24: Factors influencing purchase of rosé wines in the last 12 months, by gender, June 2010
                                                                                                                        • Appendix

                                                                                                                          • Consumer research
                                                                                                                            • Advertising data
                                                                                                                              • Focus groups
                                                                                                                              • Appendix – Internal Market Environment

                                                                                                                                  • Figure 25: Trends for UK consumption of alcohol per person, 2000-09
                                                                                                                                  • Figure 26: Drinking habits, by demographics, 2010
                                                                                                                              • Appendix – Broader Market Environment

                                                                                                                                  • Figure 27: GDP, PDI, consumer expenditure and savings, at constant 2010 prices, 2005-15
                                                                                                                                  • Figure 28: GfK NOP Consumer Confidence Index, January 1988-September 2010
                                                                                                                                  • Figure 29: Forecast adult population trends, by lifestage, 2005-15
                                                                                                                                  • Figure 30: Forecast adult population trends, by socio-economic group, 2005-15
                                                                                                                              • Appendix – Competitive Context

                                                                                                                                  • Figure 31: Drink types consumed in the past 12 months, by demographics, 2010
                                                                                                                                  • Figure 32: Drink types consumed in the past 12 months, by demographics, 2010
                                                                                                                                  • Figure 33: Drink types consumed in the past 12 months, by demographics, 2010
                                                                                                                              • Appendix – Consumer Usage

                                                                                                                                  • Figure 34: Analysis of where rosé wine fits within UK wine drinkers’ repertoire, June 2010
                                                                                                                                  • Figure 35: Types of wine consumed in the last 12 months, by demographics, July 2010
                                                                                                                                  • Figure 36: Types of alcohol consumed in the last 12 months, by demographics, June 2010
                                                                                                                              • Appendix – Rosé Drinking Occasions

                                                                                                                                  • Figure 37: Purchasing of wine based on type of packaging, by demographics, June 2010
                                                                                                                                  • Figure 38: Purchasing of wine based on type of packaging, by demographics, June 2010
                                                                                                                                  • Figure 39: Wine drinking occasions in the last 12 months, by demographics, June 2010
                                                                                                                                  • Figure 40: Wine drinking occasions in the last 12 months, by demographics, June 2010 (continued)
                                                                                                                                  • Figure 41: Wine drinking occasions in the last 12 months, by demographics, June 2010
                                                                                                                                  • Figure 42: Wine drinking occasions in the last 12 months, by demographics, June 2010
                                                                                                                              • Appendix – Influencers of Purchase

                                                                                                                                  • Figure 43: Factors influencing purchase of rosé wines in the last 12 months, by demographics, June 2010
                                                                                                                                  • Figure 44: Factors influencing purchase of rosé wines in the last 12 months, by demographics, June 2010 (continued)
                                                                                                                                  • Figure 45: Factors influencing purchase of rosé wines in the last 12 months, by demographics, June 2010 (continued)
                                                                                                                                  • Figure 46: Factors influencing purchase of rosé wines in the last 12 months, by demographics, June 2010 (contniued)
                                                                                                                                  • Figure 47: Factors influencing purchase of rosé wines in the last 12 months, by demographics, June 2010

                                                                                                                              Companies Covered

                                                                                                                              • British Beer and Pub Association
                                                                                                                              • British Market Research Bureau (BMRB)
                                                                                                                              • Channel 4
                                                                                                                              • Coca-Cola GB
                                                                                                                              • Constellation Brands, Inc.
                                                                                                                              • Diageo UK
                                                                                                                              • E.&J. Gallo Winery
                                                                                                                              • Kantar Media
                                                                                                                              • Marks & Spencer
                                                                                                                              • Matthew Clark plc
                                                                                                                              • Montana Wines Ltd
                                                                                                                              • Office for National Statistics
                                                                                                                              • Pernod Ricard
                                                                                                                              • Piper-Heidsieck
                                                                                                                              • Punch Taverns
                                                                                                                              • Tesco Plc
                                                                                                                              • William Grant and Sons Distillers Ltd
                                                                                                                              • YouTube, Inc.

                                                                                                                              Rosé Wine - UK - October 2010

                                                                                                                              £1,995.00 (Excl.Tax)