Rosé didn't just explode on the scene in the United States overnight. It took a while. As in, it took a while for us to understand that not every Rosé is White Zinfandel, Mateus, or Lancers. For the longest time we saw pink wine and thought it was sweet sugar wine because of the popularity of what was on the shelves and lack of exposure to other pink wines. And what is probably the #1 thing that I hear the most every single day from customers? "I don't like sweet."
So here's the deal. If it says "Blush" then chances are you've got a sweet, sugary pink wine. Something crazy like 98% of bottles labelled "Rosé" made in the world are technically dry. Tavel in Rhone Valley has been making Rosé forever. And it's not like the popular Provence style that everybody loves now is anything new to the French. But the great masses of wine consumers in the US are just catching on. So what happened?
I'll tell you what I think happened just by simple observation throughout my years in the industry. It was an outstanding effort in successful long-term sales pitching.

At some point American wineries, most definitely inspired by their European counterparts, started offering great Rosé and opened up the floodgates to the style. It became an insider trend, and suddenly the European Rosé's were especially cool. Seriously, for a little bit there Rosé was to the wine sales industry what a band before they become popular is to hipsters. And it was pushed by marketers and importers and distributors like you wouldn't believe. It was supposed to be "the next big thing" for a few years there while Malbec and Moscato passed it by while waving and screaming "not today, sucker, HAHA!"

The success of Rosé in the United States is due to relentless pounding and over-exposure until consumers gave in and tried it for themselves. And, of course, a few rap songs.
And look at it now: The entire category jumped in sales 20% in 2018 from 2017. Although Rosé from the States doesn't seem to be doing as well as it was a few years ago, imports are on fire and projected to approach 3 million cases by 2020. That's five times the amount that it sold in 2010.
Pretty impressive for something that was such a hard sell just four years ago, don't you think? What's Moscato and Malbec up to now?
Pretty impressive for something that was such a hard sell just four years ago, don't you think? What's Moscato and Malbec up to now?
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