JUNE 2019 | MARKETWATCHMAG.COM | MARKET WATCH 41that’s resonating with people,” Huganir says. “We’re going
to keep innovating—it’s an exciting time for rosé.”Other Players
French rosés dominate in the U.S. market, but the rapid growth
of the category has attracted entrants from several other coun-
tries, including the U.S. “Consumers are differentiating
between imported and domestic rosés, which is why it’s import-
ant to have both,” notes Trinchero’s Derby. The Trinchero port-
folio includes the Washington-based Charles & Charles, which
was up 18.7% to 84,000 cases in 2018; California-sourced
Ménage à Trois, up 9.1% to 40,000 cases; and more than a
dozen other labels from Argentina, Australia, California, and
Spain. “Provence rosés like Bieler Père et Fils are receiving
most of the press attention, but a healthy and growing appe-
tite remains for a diverse selection of rosés from around the
world,” Derby says.
In some cases, the rosé variant of a popular wine label
makes a splash, such as New Zealand brand Kim Crawford,
which built on its Sauvignon Blanc-focused brand with a
rosé label. “Kim Crawford Rosé has been a fantastic case
study for consumers’ openness to New Zealand varietals
beyond Sauvignon Blanc,” says Julie Rossman, vice president
of marketing at Constellation Brands. Similarly, Meiomi, also
from Constellation, built its reputation on Pinot Noir but
has seen strong growth for its rosé label as well. “We are
thrilled that our existing customers have embraced our dry
rosé and that it has also caught the attention of wine and
rosé enthusiasts who are new to the brand,” says Jaymie
Schoenberg, vice president of brand marketing for the wine
and spirits division of Constellation Brands.
Delicato Family Wines markets the No.-1 domestic rosé,
Bota Box. The brand has been one of the growth leaders for
the past two years, advancing 56.6% in 2018 after growth of
73% the year before. Bota Box had depletions of 255,000 casestheir brand, which debuted at Target and then expanded to
other retail and on-premise venues. The brand depleted
50,000 cases in its first year on the market, according to Impact
Databank. Yes Way Rosé retails at $13 a 750-ml. and relies
heavily on social media interactions with customers. “We
have the benefit of our social media accounts,” notes
Blumenthal. “We see how customers react when they’re post-
ing about the product, and they can generate excitement on
social media.” The pair has expanded the line with Yes Way
Rosé Bubbles and Yes Way Rosé in 250-ml. cans. “What
we’re doing is unique, and we’ve found a spot in the market
OTHER IMPORTED ROSÉ BRANDS IN THE U.S.^1
(thousands of 9-liter case depletions)
Percent Change^2
Brand Importer Origin 2016 2017 2018 2016-2017 2017-2018
Stella Rosa Riboli Family Wine Estates Italy 75 127 173 69.8% 36.6%
Roscato Palm Bay International Italy 35 44 55 27.0 23.5
Kim Crawford Constellation Brands New Zealand 4 30 52 + 70.2
Cupcake Sparkling The Wine Group Italy - 22 43 + 95.5
Risata Prestige Beverage Group Italy 28 34 39 20.3 15.7
Relax Delicato Family Vineyards Germany 28 32 33 16.0 1.4
Matua Treasury Wine Estates Americas New Zealand 4 22 28 + 26.2
Mateus Evaton Inc. (Sogrape) Portugal 22 25 26 16.0 2.6
Natura Banfi Vintners Chile 4 13 16 + 28.4
Gazela Evaton Inc. (Sogrape) Portugal 10 9 10 -14.3 12.1
Total Other Imported Rosé1,3 209 358 474 71.0% 32.4%(^1) Excludes France
(^2) Based on unrounded data
(^3) Addition of columns may not agree due to rounding.
Source: IMPACT DATABANK ©2019
TOP FIVE ROSÉ BRANDS IN THE U.S.
(thousands of 9-liter case depletions)
Source: IMPACT DATABANK ©2019
100
200
300
400
500
Stella
Rosa
La Vieille
Ferme
Gérard
Bertrand
Bota
Box
Whispering
Angel
2017 2018