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Rosé is ‘one of the clearest areas of growth and resilience’

02 April 2026 By db staff writer

Despite category headwinds, Félix Solís Avantis believes there is much to be positive about, especially when it comes to rosé. db finds out more.

Félix Solís Avantis has launched Finca Valeria, a new premium collaborative range curated with celebrated model Valeria Mazza, at a launch event in Madrid attended by more than 250 international guests.

“This is a very deliberate step into a more premium, lifestyle-led space,” says Félix Solís UK managing director Richard Cochrane, adding: “Finca Valeria is about elegance, provenance and creating wines that resonate with today’s consumer – particularly in segments that are showing resilience, like rosé.”

Finca Valeria Rosé, sourced from vineyards in Languedoc and Provence and blending Grenache, Cinsault and Syrah, is positioned to capture continued growth in the rosé category, which remains one of the most stable and dynamic segments globally .

“Rosé continues to outperform because it aligns with how consumers are drinking today – lighter, more occasion-driven and increasingly premium,” Cochrane explains. “It’s one of the clearest areas of growth and resilience in the market.”

The company’s commercial and marketing director, Félix Solís Ramos, adds: “We are proud to welcome more than 250 guests to Madrid for the launch of Finca Valeria. This project reflects our ambition to combine winemaking expertise with a strong emotional and lifestyle connection. It is an important moment for the company.”

Brand building and market relevance

The launch comes as Félix Solís continues to build strong international momentum, with consecutive years of growth in 2024 and 2025 despite category headwinds. “Our strategy remains consistent – build brands that consumers trust and deliver quality at every price point,” says Cochrane. “That’s what allows us to grow even when the wider category is under pressure.”
Mucho Más remains a cornerstone of that strategy, recognised as Spain’s fastest-growing wine brand and continuing to expand in the UK and internationally.

Alcohol-free and changing consumer behaviour

Félix Solís is also investing in the alcohol-free category as part of a broader response to evolving consumption trends.

“The growth of 0.0% is not a short-term trend – it’s a structural shift,” Cochrane says, and points out that “consumers want flexibility. They are not necessarily leaving wine, but they are moderating how and when they drink”.

The Mucho Más 0.0% range has been developed to meet this demand, using a process that removes alcohol while preserving the wine’s aromatic profile and structure, resulting in expressive, fresh wines across red, white and sparkling styles .

Cochrane adds: “Our focus has been on ensuring that the quality of the liquid remains central. If the wine experience isn’t there, the category won’t sustain long-term growth.”

Sustainability and SWFCP certification

Sustainability remains a core operational priority for Félix Solís, underpinning both cost efficiency and long-term resilience. The company recently achieved Sustainable Wineries for Climate Protection (SWfCP) certification at its Valdepeñas headquarters and winery – a comprehensive framework covering emissions reduction, water management, energy efficiency and broader environmental impact.

“For us, sustainability is fully integrated into how we operate,” says Cochrane, highlighting how “from lightweight bottles to renewable energy and solar generation, these are decisions that reduce both carbon and cost. That dual benefit is critical in today’s market”.

Félix Solís now operates on 100% renewable electricity across its Spanish wineries and is approaching 25% self-generated energy through solar capacity, alongside ongoing reductions in glass weight across millions of bottles.

Production model and structural advantage

Félix Solís’ vertically integrated model continues to be a key differentiator, particularly in the current high-cost, high-tax environment.

“Control across the value chain is increasingly important,” says Cochrane. “By bottling in our own facilities in Valdepeñas, we reduce handling, improve consistency and maintain cost efficiency.”
This model also supports the company’s inter-winery transfer approach from Vina Casa Solis (Chile), reducing filtration and preserving wine quality compared to third-party bottling systems.

Outlook

Despite ongoing pressure on the global wine category, Félix Solís remains confident in its positioning.

“Wine is evolving, not declining uniformly,” Cochrane says, explaining that “segments like rosé, premium accessible brands and alcohol-free are all growing, [but] the key is to be aligned with those shifts”. He adds: “With Finca Valeria, continued investment in Mucho Más and expansion into 0.0%, we are building a portfolio that reflects where the consumer is going – not where the category has been.”

Félix Solís Ramos concludes: “Our focus is on long-term value creation – for our customers, our consumers and our partners globally. Finca Valeria is just one example of how we continue to evolve as a business.”