The rosé trend may have peaked, but what does that really mean?
. Yelp recently released its findings on the biggest summer drinks of 2019, and the directory service found that frosé and rosé remain popular, particularly in the South. It also discovered that rosé cider is big in Pittsburgh, Nashville, and Cleveland.
Within the rosé category, the canned wine trend has also grown. According to data from Drizly, canned wine only accounts for a 1% share of total wine sales, but it accounts for a 2% share of total rosé sales."We've found it to be particularly popular in this category, likely given the warm weather occasions in which rosé is often taking center stage — we presume these are often happenings that call for portable drinks," a Drizly rep explains.
"When you talk about the total alcohol category across beer, wine, and spirits, there are so many segments that are near-flat and pretty slow and sluggish, and rosé is on that opposite extreme where it's still growing double digits within the world of any consumer goods," Danelle Kosmal, vice president of Beverage Alcohol Practice at Nielsen tells Refinery29."If we look at the latest 52 weeks — so the last year, ending June 15, 2019 — rosé is still up 27%.
While rosé was up 27% in the 52 weeks from June 2018 to June 2019, Kosmal points out that it was up 44% during the 52 weeks from June 2017 to 2018, so growth has begun to decelerate."We think that rosé hit its peak last summer, and we'll see that slow and that growth level off now, she says."We are starting to see it within the more recent time period...In the four weeks ending June 15, rosé growth was 7%.
The rosé trend has mostly fallen away, and now, we're left with a more measured level of love for the drink itself. In other words, rosé is no longer a trend at all, it's just an essential part of summer. And maybe that's how it should be. Bailey, 23, seems to think so."Rosé is, in my humble opinion, overrated. A good wine? Perhaps. A reason for themed t-shirts and hats and lifestyles? I think not.
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