‘A Deep Dive Into Rosé’ combines CGA’s unrivalled sales analysis with an in-depth consumer survey to deliver expert insights into why, when and where people choose the category. Here are just five of the takeaways from the definitive picture of out-of-home rosé drinking, which is available from CGA now.
1 A versatile option
Rosé has a loyal consumer base, with nearly half of its drinkers choosing it every or almost every time they go out. Nearly as many consumers select it for both drink-led and food-led occasions—nine percentage points more than the average for all still wine drinkers. It over-indexes on special occasions and high tempo nights out too, but this is a very versatile category with a wide variety of sales opportunities.
2 Casual dining the top channel
The relaxed image of rosé makes it ideal for less formal venues. Two thirds of rosé consumers say they typically choose it in casual dining restaurants—the most popular channel by some distance from formal restaurants (52%), pubs (42%) and late-night bars (34%).
3 Big growth in premium
Rosé has benefited from the premiumisation trend in wine consumption. CGA’s sales data shows that while standard rosé sales by value in the 12 month period covered by the report rose by +7.6%, premium options achieved more than double the growth at +18.9%.
4 Recommendations a route to sales
With three in five rosé consumers likely to pay more for a better quality drink, there is headroom for more growth in the premium segment. Recommendations are vital here, as a quarter of drinkers say they would encourage them to pay more for rosé wines, while a fifth can be influenced by tasting notes.
5 Not just for summer
While rosé’s profile is highest during warmer weather, it is no longer a summer-only category. Well over half (56%) of rosé drinkers say they choose it all year round.
Mark Newton, CGA client director, said: “Rosé sales always start to flourish as the temperatures rise, and now is the perfect time to sharpen promotional strategies and sales stories. Understanding rosé consumption patterns by daypart and occasion is vital, and our Wine Insight Reports provide a great springboard into extra revenue and gains in share—not just over the summer but all year round.”
‘A Deep Dive Into Rosé’ is one of a four-part series of Wine Insight Reports from CGA, with other editions exploring the sparkling wine category, the growing importance of ethics and sustainability in consumers’ decision making and the impact of the cost of living crisis.
The Wine Insight Reports are packed with actionable learnings that can be quickly applied to wine strategies. Each comes with a comprehensive PowerPoint deck of findings that can be used in strategy and sales meetings, plus executive summaries.
The Wine Insight Reports are available individually at £1,075 each, or as a complete set of four for £3,900. To learn more, click here or contact Mark Newton here
