40 MARKET WATCH | MARKETWATCHMAG.COM | JUNE 2019
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AMPSVineyards Brands, which imports Miraval. “If they’re looking
for a wine to splurge on, they’ll go for Miraval.”
Given the success of Provençal wines, prices could increase
due to limited supplies of grapes. “We’re getting into the sort
of situation where it’ll be difficult for Whispering Angel to
continue to grow at the rate it has, just because there’s a finite
amount of grapes in Provence,” Chevalier says.
Tom Steffanci, president of Deutsch Family Wine & Spirits,
has also voiced concern about supply in Provence. “It’s the most
prestigious rosé-producing region in France, and is up by 40%
versus a year ago,” he says. “Given that the demand is growing
much faster than the supply, we believe Provence rosés will
become increasingly more expensive. Six of the top nine rosés
priced at $15 and above come from Provence.” Deutsch imports
Fleurs de Prairie rosé, which reached 70,000 cases in 2018, its
second full year on the market. The brand carries a suggested
retail price of $20 a 750-ml.
Provence’s reputation for rosé is becoming increasingly well-
known among U.S. consumers as they grow more discerning.
Amy Mundwiler, wine director at Chicago steak house Maple
& Ash, has noticed a shift. “A couple of summers ago, people
weren’t as savvy—they were just ordering rosé,” she says.
“Now, more people are asking if we have rosé from Provence.
It’s a combination of people recognizing that they prefer that
style and understanding that it’s a leading region for rosé.”
Josh Hammond, president and co-owner of Buster’s Liquors
& Wines in Memphis, also sees the French style resonating.
“Imports are outpacing domestics three to one on sales, with
a strong focus on French offerings as consumer palates lean
toward lighter and cleaner styles,” he says. Whispering Angel
($22 a 750-ml.), Gérard Bertrand Cotes des Roses ($14), and
Esprit Gassier ($14) are leading rosé sales at his store.
French rosés from areas other than Provence are also making
headway nationwide, most notably the Gérard Bertrand label
from Languedoc-Roussillon. The winery’s extensive rosé stable
also includes Gérard Bertrand Gris Blanc and Cotes des Roses,
among other offerings. Languedoc-Roussillon variants also
make up the lion’s share of the volume for the 90+ Cellars
rosé portfolio from Latitude Beverage Co., but the brand also
has a Provençal offering. “Consumers and store buyers are
really looking for French-style rosé, which is pale pink in color,
dry, and focused not so much on red fruit flavors but moreso
on citrus, peach, floral, and mineral notes,” says Brett
Vankoski, vice president and wine director for Latitude Bever-
age Co. and co-founder of 90+ Cellars. “On top of that, the
wines often come in great packaging—really colorful and in
various bottle shapes.” Across all expressions, the 90+ Cellars
brand grew 60.6% to 57,000 cases in 2018.
A few more whimsical wines from France are also seeing
growth. One of those is Yes Way Rosé, founded by Erica
Blumenthal and Nikki Huganir and imported by Prestige
Beverage Group. Blumenthal and Huganir started posting
about rosé on Instagram in 2013, five years before launchingLEADING FRENCH ROSÉ BRANDS IN THE U.S.
(thousands of 9-liter case depletions)
Percent Change^1
Brand Importer 2014 2015 2016 2017 2018 2017-2018
Whispering Angel Shaw-Ross International Importers 75 115 195 310 414 33.5%
Gérard Bertrand Gérard Bertrand USA 52 64 96 157 223 42.0
La Vieille Ferme Vineyard Brands, Inc. 95 130 170 206 214 4.0
Belleruche The Terlato Wine Group 68 79 93 122 132 8.2
Miraval Vineyard Brands, Inc. 40 56 91 118 123 4.3
B & G Barton & Guestier USA 24 45 58 77 91 18.2
Aimé Roquesante Luneau USA - 18 36 57 80 40.4
Bieler Trinchero Family Estates - - 36 62 73 17.7
Fleurs de Prairie Deutsch Family Wine & Spirits - - 3 20 70 +
90+ Cellars Latitiude Beverage Co. 4 8 23 36 57 60.6
Château Minuty Treasury Wine Estates Americas 11 24 28 57 50 -12.0
Yes Way Rosé Prestige Beverage Group - - - - 50 +
Total Leading French Rosé^2 368 538 828 1,221 1,578 29.0%(^1) Based on unrounded data
(^2) Addition of columns may not agree due to rounding.
Source: IMPACT DATABANK ©2019
Beyond Provence, other French wine regions produce standout
rosé. Gérard Bertrand (Chateau l’Hospitalet vineyard above)
in Languedoc-Roussillon produces 20 different rosé wines.