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Mid-Year Data Released by the Research Firm Nielsen and French Customs Data Show Imported Premium Rosé Sales in U.S. at Record Highs


Vins de ProvenceSAN FRANCISCO, Oct 18, 2016—Exports of rosé wines from Provence to the U.S. continue to climb through the first half of 2016 as summer transitions to fall. Mid-year figures released by the research firm Nielsen reveal record-high growth rates for U.S. retail sales of premium imported rosé wines (those priced $12 and above per bottle). For the 52-week period ending July 16, 2016, sales in this category increased 55% on volume and 60% on value, compared to 34% on volume and 40% on value for the same period a year ago, according to Nielsen. At the same time, Nielsen revealed extremely modest gains for US table wine sales for this same period, up only 2% by volume and 5% in value.  French Customs data also reveals strong continuing growth on exports of rosé wines from Provence to the U.S. for the half year through July distribution, confirming rosé as a year-round wine for U.S. consumers. (Source: CIVP).

This increase comes amidst an overall trend for retail sales of imported rosé which has continued to grow at an increasing velocity for the past 12 years. “The premium imported rosé category has grown at double-digit rates in the U.S. since 2004, and these recent Nielsen figures are the highest we’ve ever seen,” said Julie Peterson of the CIVP/Provence Wine Council’s US trade office. “As the global leader in premium rosé wines, Provence sees its long-term steady export growth clearly reflected in this U.S. retail sales data. “

Last month Wine Enthusiast magazine named Provence as a nominee for Wine Enthusiast’s 2016 Wine Star Award for Wine Region of the Year. Provence’s nomination recognizes the significant contributions the region has made to the industry, illustrated by the premium rosé category’s impressive growth.

Not only have sales continued to increase, but the average retail price for imported premium rosé also climbed to its highest level –$17.09 per bottle, according to Nielsen. “This pricing data shows that consumers have discovered high-quality dry rosés like those from Provence, long considered the gold standard for the category,” said Peterson.

In the past year, for the channels that Nielsen monitors (scanned merchandise, excluding independent retail and on-premise figures)conservative estimates show that Provence’s rosé represents 29.7% of all imported rosé sold at American retail by volume (42.9% by value); and that Provence rosé makes up 42.4% of all French rosé sold here by volume; (53.9% in value). In short, nearly half of all French rosé purchased in America now comes from Provence, considered the benchmark for the category.

About Wines of Provence

Wines of Provence, known in France as the Conseil Interprofessionnel des Vins de Provence, is an organization representing 600 wine producers and 40 trade companies from the Provence region of France. Its mission is to promote and advance the wines of the region’s primary appellations.

The organization’s members together produce 96 percent of Provence’s Appellation d’Origine Protégée (AOP) wines. More information can be found at www.winesofprovence.com and on social media at:



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