The rosé segment of the wine category has found its time, according to an article in this month’s issue of Global Drinks Intel, with a high-profile legal battle expected to boost sales even further.
In a wider consideration of the so-called “pink drinks trend” – which is also contributing to flavoured gin’s healthy showing of late – the article notes the volume of column inches given over to rosé producer Chateau Miraval in recent months. The Provence-based winery was acquired by actors Brad Pitt and Angelina Jolie 12 years ago, with Jolie selling her half to Stoli Group-owned Tenute del Mondo in October, following the couple’s 2016 separation.
The subsequent issuing of legal papers by Pitt in February against the transaction has garnered coverage in the likes of New York Post and Vanity Fair.
“Interest in Provence rosé in particular has been fuelled by the buzz surrounding wines such as Miraval, aided by the media soap opera around … Pitt and … Jolie,” according to the article.
The segment is also strengthening thanks to a wider improvement in quality and the consumer’s “detrivialised” perception of rosé as “a midpoint between the freshness of whites and the depth of reds”.
The latest issue of Global Drinks Intel magazine was published late last week. For details on how to subscribe, click here.
