UK heatwave sends Provence rosé sales soaring

UK heatwave sends Provence rosé sales soaring

June 21st was the hottest day in the UK since 1976, with temperatures reaching 34°C celsius in some parts of the country. Other countries have also experienced a spate of hot weather, from France to the south-west US.

In the UK, Decanter.com has discovered that a week of high temperatures and sunshine lead to a surge in sales of rosé wines, and particularly rosé from Provence.

Asda reported an increase in rosé sales of over 26% compared to the same week last year; it saw a 170% rise in French rosé sales and also 250% in Australian rosé.

Waitrose told Decanter.com that sales of rosé were also up strongly.

At Majestic, rosé sales are up 16% year to date since April 2017.

Provence rosé was doing especially well, with sales up 29% at the wine retailer.

‘Provence is flying – which, given Majestic’s already strong market share, is big,’ said Jack Merryless, spokesperson for Majestic.

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Lea & Sandeman had also seen a surge in rosé sales; the MiP* Provence rosé was up 14.1% from 1st to 22nd June, compared to the same time last year.

Lea & Sandeman also told Decanter.com that there was a 4.9% increase in larger format bottles of the MiP, including magnums and jeroboams, compared to last year.

‘It’s not an entirely scientific diagnosis, but one bottle of MiP* amongst friends is just never enough in a heatwave, and a magnum seems easier to carry than two bottles,’ said Edward Hayward-Broomfield, E-commerce & digital marketing manager for Lea & Sandeman.

Sales of Champagne were up 11.3% at Lea & Sandeman, compared to June last year.

Data from Vinexpo and IWSR predict that rosé will continue to grow its share in global still wine consumption, increasing by 5.9% by 2020.

The popularity of rosé in the summer has launched products like rosé flavoured gummy bears, lollipops and ‘frosé’ cocktails.

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