Roseblood: ‘A cuvée that embodies the Provençal dream’
Château d’Estoublon is seeing a rapid adoption of its premium rosé during its first year in the Australian market. Rebecca Lo reports.
In the past five years, rosé consumption in Australia has increased an average of 13% per year, according to Wine Australia.
Recent data courtesy of Circana expects the category to enjoy steady growth in the coming years. The increase in Australian rosé consumption is aligned with the country’s laid back drinking culture that focuses on quality, lifestyle-led storytelling.
Roseblood d’Estoublon rode this rosy Australian tide in 2025 following its October 2024 launch, with above budget sales through its importer House of Fine Wine. The Provençal estate of Château d’Estoublon was founded in 1489 and is known for olive oils and wines that embody the art de vivre of the region.
Taking over Down Under
Its flagship rosé Roseblood d’Estoublon is a fresh and elegant blend of Grenache, Syrah, Cinsault and Rolle.
During the past year, by-the-glass pours secured at leading Australian venues drove the new brand’s growth on and off premises. Key collaborations with leaders in the hospitality industry supported the expansion of Roseblood d’Estoublon in Melbourne, Sydney and Perth, with the latter at an upcoming venue.
Alongside its channel strategy, targeted investment in public relations helped to quickly build the brand in tandem with commercial growth. Agency Elysée Collective helped deliver influencer and media experiences to integrate Roseblood d’Estoublon authentically into the appropriate lifestyle media, events, and premium activations.
‘Clear and considered’ strategy
“We are extremely happy with the performance of Roseblood in Australia to date,” said David Bird, House of Fine Wine’s managing director. “From the outset, the strategy has been clear and considered, focusing on securing key accounts across both on-trade and retails, and across all states, to ensure national distribution and availability.
“Despite ongoing market challenges, the brand has been very positively received by our customers, driven by a cuvée that embodies the Provençal dream. It offers a wine style that is both structured and delicate—equally suited to aperitif moments as to the most beautiful dining occasions.”
“We are very pleased with the results generated so far by our partnership with House of Fine Wine,” said Andreina Fernandez, export director with Roseblood d’Estoublon. “The early adoption of Roseblood by so many leading on and off trade accounts clearly demonstrates its relevance and desirability for Australian consumers.
“We look forward to building brand visibility and awareness of Roseblood throughout 2026 and beyond.”
