Why is rosé wine so attractive today ?

Why is rosé wine so attractive today ?

Considered for a long time as a simple wine, intended for the uninitiated, the rosé wine is making its mark and establishing itself on the market. Rosé wine has never been so attractive, and is now a guest on many tables. Let's find out why rosé rencontre un tel succès.



For a long time relegated behind red and white wine, rosé is now a favourite with consumers. complex wine capable of competing with the greatest wines of other colours.

The evolution of rosé wine consumption

In France, the consumption of rosé has grown by a staggering 53% in just 15 years. This is mainly due to the better quality of rosé wines, but also to changes in consumer habits. Today's wine lovers want to enjoy an accessible and immediate gourmet pleasure. More and more women and young people are looking for lightness and freshness, and are thus opening the doors to the wine market to rosé.

The design of the bottle also plays a major role in the attractiveness of rosé. Many buyers now pay attention to the label, the colour and the shape of the bottle.

The keys to the success of rosé wine

Beyond the evolution of consumption habits, rosé is attractive for many reasons.

  • The promotion of wines AOP by a dynamic organisation;
  • The improvement of the quality of rosé wines (choice of grape varieties, winemaking techniques, vineyard management, etc.);
  • A wide range of aromas and wines, from the driest to the fruitiest, from the lightest to the most robust, which appeal to a wide range of consumers;
  • The desire to consume French: France is the number 1er importer and 1er world producer of rosé wine ;
  • The desire to taste wines at accessible and less complicated prices;
  • The desire to consume in a rational manner: more and more rosés are organically produced...



The massive and imposing arrival of rosé wine on French tables has inevitably upset the wine market in France and around the world.

Mass-market rosé

Quick to produce and to drink young, rosé wine is popular, and the big industrialists have understood this. We have therefore seen the wine market extend to supermarket chains, where 2 groups share the majority of top brands of rosé sold in shops: the Castel group, which owns brands such as Listel rosé, Roche-Mazet, or La Villageoise, and the "Grands Chais de France" group, whose brands Grand Sud and JP Chenet are well known.

These rose-coloured wines are then produced in very large quantities, allowing prices to be lowered to the lowest possible level, and offering a bottle of rosé wine at a price of between €1 and €4. And to attract more consumers, the big groups do not hesitate to offer variants, such as flavoured wine, and in particular the famous grapefruit rosé.

Rosé wines AOP

In France, 45% of rosé wines produced are wines with Appellation d'Origine Contrôlée (AOP). As a guarantee of quality and the typicality of the terroir, AOP such as Côtes-de-Provence, Bandol, Coteaux d'Aix-en-Provence produce mainly rosé wines from Provence. TheAOP is a real criterion of choice for consumers, who know that the vineyard and the winemaker have respected strict specifications, attesting to the quality of the wine. With prices ranging from 5 to 10 € per bottle, the rosé wines AOP are sold everywhere: in supermarkets, restaurants, wine shops, but also directly at the producers' estates.

Prestige rosé wines: a special case

Far from the supermarket bottle, some wineries in different wine regions specialise in top-of-the-range rosé. These are wines that connoisseurs recognise as great rivals to the great red wines. This is notably the case of Post Malone and its rosé wine House n°9. Produced in the Var, between Draguignan and Saint-Tropez, this rosé wine, which has only been on the market since June 2020, is the result of the hard work of true enthusiasts: Post Malone, Dre London (his manager), and James Morrissey, his friend. The sober and elegant design of the rosé bottle and the light colour of the beverage should not mislead you: Maison n°9 is worthy of a red wine for ageing.

The prestige rosé wines offer a rare complexity, which raises the price of the bottle to several dozen euros.



Long considered a summer wine, to be drunk on a hot summer's day, around a swimming pool or a barbecue, rosé is now drunk all year round. Nearly 75% of consumers say they enjoy a little glass of rosé off-season, whether in spring, autumn or winter.

The taste of rosé wine allows it to be associated with many hot and cold dishes, making it a guest of choice for aperitifs, but also at the table, or with desserts. Present in ski resorts as well as on seaside terraces, rosé wine is everywhere, which makes it the most attractive wine of the last decade.



Revealing all the complexity of the wine, the different rosés are satisfying more and more consumers. The Berne estate invites you to discover the rosé wines of Provence by tasting the estate and visiting the vineyards and cellars.