The rose boom isn’t about Instagram and memes; it’s about quality wine at a fair price
Listen to the wine wise guys, and the rose boom is about “rose all day” and Instagram posts. Of course, these are the same people who didn’t catch on to pink wine until it was already a hit. Given that, why should we believe anything they say?
So here are are four things to know about the rose boom that don’t have anything to do with Instagram or memes – but show that wine drinkers know value when they see one. Which explains rose’s continuing popularity more than all the hype and the glitter in the Hampton’s.
• There’s so much demand for rose that some retailers and distributors are trying to sell old, worn out junk, figuring we’re not smart enough to know the difference. I’m seeing more and more of this, with pink wines as old as 2013 and 2014 finding their way to store shelves. Remember, if a rose is more than 18 months old, it’s probably not worth drinking.
• We’re buying $10 rose, no matter that our betters are telling us we’re supposed to spend more. In the 52 weeks between April 2017 and April 2018, we bought five times as much $10 rose as we did $20 rose. In fact, rose costing $10 or less accounted for almost 60 percent of sales over that period. Suck on that, premiumization.
• Overall, reports the same study, U.S. wine sales remain flat. But rose sales increased 53 percent from 2017 to 2018. So consumers, given the choice between buying quality $10 rose or overpriced $18 wine, are buying quality $10 rose. Why isn’t anyone noticing this?
• Millennials don’t drink the most rose; it’s still the province of older wine drinkers, according to the Wine Market Council. This makes perfect sense if you look at overall wine consumption, where Millennials are generally at the bottom of the list. But wine industry hype rarely makes perfect sense or any sense at all.