The pink stuff. Red lolly water. Blush. Whatever you call it, rosé’s history has seen it categorised as an inconsequential wine. Something frivolous, often sweet, and typically commercial - a wine that is made to be drunk in large glasses, with packaging and colour more important than anything else.
Yet for venues, rosé should be acknowledged for what it is - an opportunity to service customers, enhance profitability and improve list diversity, no matter what the season.
From a growth perspective, it’s impossible to ignore the rosé phenomenon. Globally, sales are up over 30% since 2000, while here in Australia, rosé has been the fastest-growing category for the last five years.
Notably, it is not old-school, sweeter, darker coloured styles that are driving popularity either. Instead, the Provence-inspired, lighter and fresher rosé mode is now the number one trend in terms of wine style in Australia, accounting for 86 per cent of the category, with a growth rate of 22% (IRI MAT Jan 2021 figures).
What does all this mean for venues? If your rosé selection is not well chosen, you’re behind the market.
Helpfully, writer and restaurant consultant Anne Krebiehl MW offers up a few hints in this comprehensive article for UK’s The Buyer magazine for where to start.
In particular, there are a few choice points that Anne raises that are worth highlighting and exploring further: