Tag Archives: Instagram

Four things to know about the rose boom (and that don’t have anything to do with Instagram or memes)

rose boomThe 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.

Consider:

• 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.

Winebits 499: Rose’s popularity, Yellow Tail, Texas wine

Instagram
No need to put this on Instagram. We’re not drinking rose.

This week’s wine news: Instagram made rose popular – who knew? Plus Yellow Tails’ profitability and a Texas wine overview

Hipster rose foolishness: The reason for rose’s surge in popularity? It’s not quality or price or improved availability. It’s Instagram, the social media network that is popular among young people. The Wine Curmudgeon does not dispute the power of social media, but I will point out one thing that the woman who wrote this post apparently didn’t know. The people who buy the most wine in the U.S. are older than 40 or so. Nine out of 10 Instagram users are younger than 35. That’s a contradiction that needs to be explained. Until then, I will settle for quality and and price.

Yellow Tail profitability: Want to know how the family that owns the Australian Yellow Tail brand makes so much money selling cheap wine? David Morrison has one answer on his Wine Gourd blog: Look at the exchange rate between the U.S. and Australian dollars. Every one penny movement in the currency equated to around $A2 million in higher sales revenue for Yellow Tail. Hence, a weak Aussie dollar means more money for the Casella family. That Yellow Tail and Barefoot can make money – lots of money – selling $6 wine in the age of premiumization speaks volumes about how well they understand the wine business and how well so many of their competitors don’t.

Spot on on Texas: The Wine Curmudgeon regularly laments the poor coverage regional wine gets from the Winestream Media, as well as from the non-wine press. But that’s not the case this time, with a well done piece from Courtney Schiessl on Vinepair. Other than the very tired “things are bigger in Texas” opening (where was an editor?), she gets Texas right – what has happened here, what is happening, and what we need to continue to do to improve quality. That’s not always easy for someone not familiar with a region to do, but good to see when it happens.