Young drinkers love Rosé

Rosé wines have been experiencing a surge in popularity in recent years, with their sales increasing both domestically and globally for their freshness, crispness and light tannins. Especially, if you dislike the bitterness of white wine and the richness of red wine, rosé sits perfectly in the middle to give you a happy balance, says Kiran Patil, Director – Vintage Wines.

Rosé wine has long ceased to become just a summer sip. It is now being enjoyed year-round, as wine lovers discover its versatility and appeal. “Worldwide, the sales of rosé are going up. Going forward, there will be product innovation, and rosé will continue to be a sales driver within both the still and sparkling wine categories,” Kiran predicts.

She says that the part of the appeal of rosé wine lies in its versatility as it can be enjoyed on its own as a refreshing and easy-drinking wine, or be paired with diverse food options. Rosé wine also has a wide range of flavour profiles, ranging from crisp and dry to the more fruit-forward ones. “In addition to its versatility, rosé wine is also popular because of its affordability,” points out the wine entrepreneur.

She attributes the growth of social media as a contributing factor towards the growing popularity of rosé wines. With regard to their brand Reveilo, there has been a growth of 15-20 percent y o y over the last three years for the rosé section.

“Rosé wine is particularly popular among younger wine drinkers in India. The reason is its affordability. Colourful labels, attractive bottles and their sometimes whimsical packaging are all contributors here. The celebrity connection also drives interest in and recognition of the category,” observes Kiran.

Perception & Challenges

Due to its erroneous perception as a feminine drink, at the macro level, the industry pretty much loses out on half the population when it comes to rosé wines, i.e.: the male population. More than 40 percent of rosé drinkers are females under the age of 34.

“Rosé wine is still perceived as feminine drink. At the micro level, rosé wines tend to be more expensive vis-a-vis gin & tonic on the parameters of cost and value per drink,” she points out while reasoning why rosé has not achieved the same popularity in India as gin & tonic has achieved as a summer drink despite India’s tropical climate.

As for challenges to be overcome towards attaining increasing popularity of rosé wines in India, she views that “Firstly, in India, consumer awareness in terms of wines is growing at a slow pace and is still considered as ‘low.’ Secondly, our regulatory and distribution laws act as a hindrance.”

“For example, a consumer in the southern state is not able to enjoy wines from the Nashik region, without shelling out an exorbitant amount for it. So, if that state does not have its own local wineries, wine becomes an unappealing product for most wine consumers of that state due to its high price point,” explains Kiran.

On the producers’ front, they will have to modify their wine styles to suit the consumer preferences while keeping the quality as the focus, thereby making them more approachable, she suggests.

Potential Markets

Talking about the markets of rosé wines in India, Kiran shares that the tier-I metros (Mumbai, Delhi, Kolkata & Bengaluru) that primarily contribute to the sale of rosé wines; however, there is a significant growth in rosé wines being seen in the tier-II markets of the country as well due to the versatility of the category, and their availability across varied price points.

Currently, out of its 13 SKUs, Vintage Wines has one rosé in its portfolio. “The Reveilo Rosé is a refreshing wine which is a great summer drink. On the nose, it has a floral bouquet with intense perfumed characters of cherries, raspberries, with a hint of strawberries. The lovely fruity characters continue throughout the palate with a refreshing and a crispy finish. It is priced at Rs. 795 in Maharashtra, Rs. 995 in Bengaluru & Rs.1110 in Kolkata,” informs the wine producer.

Grow with the Rosé

She suggests for Indian wine producers that “Given the prohibitive entry costs across different states, it may be a good idea to start off with at least one rosé in the portfolio, and then perhaps graduate to having a couple more– across price points, across categories like still or sparkling.”

Kiran informs that there are quite a few choices of Indian rosé wines now available. “In fact, many wine companies operating in India – be it the manufacturer or the trader, carry a rosé in its portfolio. So, there is a wide variety of rosé wines available in the country, also in terms of the styles ranging from dry and crisp to sweet and fruity to fit anyone’s tastes,” she discloses.