Rosé wine more popular than beer amongst Millennials
Rosé wine has been amazingly successful in the United States in recent years, becoming a driving force in the drinks industry. Though beer remains the top seller in the country, rosé is slowly but surely gaining ground.
According to a Nielsen study published in January 2017, consumption of rosé wine has climbed 20% since 2002, i.e. 5 times faster than the rest of the wine category. Beer, on the other hand, has lost 10% market share over the past 10 years. “Rosé has set itself apart from other wines,” comments Rodolphe Boulanger, Vice President of the Beer, Wines and Spirits category at FreshDirect. “It is now a category in itself.”
In dollar terms, consumption of rosé increased 53% in one year compared to a rise of only 0.6% in beer consumption. At the end of July, Goldman Sachs even downgraded the stocks of two major brewers, Boston Beer Company and Constellation Brands, a decision based on market research showing that younger consumers prefer wines and spirits to beer.
Photo credit: La Nuit en Rosé