Rosé drives Rhône sales in UK

Although Asia is driving a rise in exports from the Rhône Valley, the mature UK market is still posting double digit growth, boosted by demand for the region’s rosés.

According to Olivier Legrand, head of marketing for Inter Rhône, China is undoubtedly the fastest growing market for the region’s wines, but sales in the UK have “increased significantly”.

As he told the drinks business, latest figures show an increase of Rhône exports to the UK of 16%, while sales in the off-trade specifically are up 5.5%.

The retail growth, he said, was driven by Côtes du Rhône Villages, which is up 60%, and with an average price of £5.60 per bottle (MAT, June 2012, IRI).

As a result, Legrand said that Rhône Valley wines over £5.50 now represent 35% of the region’s sales in the UK.

Also fueling growth is rosé from the Rhône, which is up 37%, and he said is now the largest French AOC rosé category in the UK off-trade, with a market share of 40%.

Overall, the Rhône’s global exports are up 9.5% in volume and 12% in value to the end of July 2012, continuing a positive trend seen in 2011, when the region’s wines recorded an increase in exports of 8% in volume and 19% in value.

2012’s growth has been primarily driven by Asia, with exports up 87% to China, and 25% to Japan.

The fastest growing European markets in order are Ireland (up 17%), the UK (up 16%), Germany (up 15%) and The Netherlands (up 14%).

Rosés sales in the UK (litres) – Multiple grocers:
(From 12 August 2011 to 12 August 2012)

TOTAL ROSE                                58,283,860

TOTAL AOP ROSE                        1,372,864

RHONE VALLY ROSE                     530,597

PROVENCE & CORSICA ROSE       279,170

LOIRE VALLEY ROSE                      278,375

BORDEAUX ROSE                           222,541

AQUITAINE & SW FRANCE ROSE    48,303

LANGUEDOC-ROUSSILLON ROSE   13,777

BURGUNDY ROSE                           98