Provence rosé magnum sales to double

UK sales of Provençal rosé magnums are predicted to “double” this year with total exports of the region’s signature style rising 22% in volume and 61% in value last year.

According to the Provençal Wines Council (CIVP), the UK has now “fully embraced” a trend for buying Provence rosé in the double bottle format.

Last year a total of 30,000 magnum units were sold, accounting for 7% of the region’s total sales volumes, despite a relatively high average price of £20 to £25.

Distributors are so confident in the continued popularity of the format that they have predicted that the number of Provençal rosé magnums sold in the UK this year could reach 60,000.

The CIVP said: “In a continuing trend, 2013 was a strong year for us, and the boom in magnum sales shows that consumers appreciate being able to share Provençal rosé in a convivial atmosphere that captures a piece of the Mediterranean lifestyle in the UK all year round.”

Its predictions for double sales growth appear to be backed up by recent reports by Majestic which has seen its sales of Provençal rosé grow by 84% last year leading the merchant to claim it now holds a 47% market share of the category in the UK.

Chris Hardy, Majestic Wines buyer, said: “Our customers are increasingly seeking out Provence rosé magnums to take to barbecues, share around the dinner table, or enjoy with friends at picnics. Provence rosé is the ideal choice for gatherings, as it is dry, refreshing, and great with food, not to mention an impressive statement in magnum.”