Top 10 Champagne trends for 201213th January, 2012 by Rupert Millar
7. Rosé will continue to grow but more gradually
Consumers still want rosé but the boom is over. There is still room to expand the rosé category thinks Beavis and Philipponnat thinks it has also managed to shed its seasonal image and is “more stable than in the past”, but as a style it is now an accepted member of the establishment – no longer as new and exciting as it once was.
Furthermore, although there is no doubt that rosé is here to stay and it is no longer viewed as a gimmick, Field does question whether rosé has enough points of difference as white Champagne does (see above) to be able to build in the manner it once did.
As can be seen from the box on page 18, rosé blossomed when it mattered experiencing enormous growth between 2003 and 2007, before suffering a 23% decline in volume by 2009 and since then bouncing back by 19%.
The pattern of vintage rosé followed a broadly similar pattern but with a steeper crash during the crisis and slightly weaker growth over 2009/2010.
Although as a category it has posted some of the strongest returns of any other Champagne style, it is telling that even before the going got tough in 2008, the tough had stopped drinking rosé.
If one compares the decline in shipments to the UK between 2007 and 2008 as the crisis glowered on the horizon, it is clear that categories such as white vintage, NV and prestige cuvées saw declines between -0.3% and -8%, whereas NV rosé dropped 9.6% and vintage rosé 23%.