Provence Rosé Tops 1 Million Cases In U.S., And Keeps Climbing

Imports of Provence rosé increased tenfold between 2010 and 2016, rising from 123,000 nine-liter cases to nearly 1.3 million cases, according to Impact Databank, as consumers have flocked to the category, especially in the on-premise. The U.S. accounted for 43% of Provence’s exports by volume in 2016, according to the Vins de Provence trade group, and 2017 is shaping up to be another banner year.

Chateau d’Esclans and its Whispering Angel brand—handled by Shaw-Ross International Importers—has been a major growth driver within the Provence rosé category. Last year, Shaw-Ross sold 200,000 cases of d’Esclans’ wines in the U.S., and is projecting 300,000 cases for 2017, with Whispering Angel ($20-25 a 750-ml.) accounting for about 80% of the total.

Whispering Angel has helped create the modern rosé category in America these past ten years,” says Paul Chevalier, vice president of national fine wine for Shaw-Ross’s Lineage Collection. “Today, rosé consumption is not just the summer wine of the Hamptons. The trend continues to spread across all 50 states.”

The next level for premium rosé will be in the $30-$35 range. In the case of Château d’Esclans, it will be Rock Angel rosé,” adds Bruce Hunter, Shaw-Ross’s managing director, referring to Whispering Angel’s higher-priced portfoliomate.