Majestic expects biggest Christmas for rosé

The retailer forecasts rosé sales are set to jump 25% this Christmas, as customers increasingly buy into the style an all-year-rounder.

 

Majestic, the UK’s largest specialist wine retailer, is forecasting a festive sales surge in several key categories, with Champagne, English wines, and adventurous options like Greek and orange wines set to lead the way.

The retailer anticipates selling a bottle of Champagne every five seconds throughout December, with 40% of its annual Champagne sales typically occurring in the final two months of the year. Majestic exclusives such as Boizel, Bouvet, and Cattier are expected to see particularly high demand.

In perhaps an unexpected turn of events, Majestic is preparing for its biggest-ever Christmas for rosé. Building on a strong performance in 2023, the companies Rosé sales are predicted to rise by 25% this year. Such statistics have been spurred by the success of Peyrassol wines and the January launch of the Mythral range.

Meanwhile, English wines continue to grow in popularity. Majestic reports that sales of English still wines are on track to rise 33% this December compared to the previous year. The retailer attributes this growth to a heightened interest in local products, with its Balfour 1503 range and newly added regional beers and spirits proving hits.

More adventurous options

Consumer curiosity is also driving sales of less traditional categories. Greek wines, often overlooked in favour of more traditional regions, are set to double in sales compared to December 2023. Similarly, orange wines, including the Lyrarakis Assyrtiko-Vidiano, are gaining traction as an unconventional but increasingly popular pairing for Christmas turkey.

Majestic has leaned into these trends by expanding its selection, with chief commercial officer Elizabeth Newman noting that the festive season provides a perfect opportunity for customers to experiment.

“Champagne always flies off the shelves as shoppers celebrate in style with premium festive fizz, but we also think people will buy into less traditional categories throughout the holiday season,” Newman said.

“Customers are becoming more adventurous with their drink choices and the Christmas and New Year period is the perfect time of year to wow your friends and family by serving up something a little bit different. Wines from off-the-beaten-track regions like Greece and Hungary will be among the standout choices for shoppers looking to do just that, and orange wines, are emerging as a popular new pairing for Christmas turkey.”

Rosé as an option all year round

This month, db investigated the extent to which rosé can, or should, be drank in the colder months. The consensus among those in-the-know was that it in fact does deserve a place among the Christmas spread.

Olivier Fayard, CEO and winemaker at Pernod Ricard-owned Sainte Marguerite en Provence, believes there is “significant potential for rosé wine in the on-trade during the colder months” and says pink expressions can be a foil for “hearty and winter-inspired menus”.

Ashley Deverell, senior manager, communications and culture at Moët Hennessy furthered the notion: “Rosé makes an excellent base for a lighter, more contemporary mulled wine,” he said. “Furthermore, festive settings like the ski lodge at London’s Somerset House position rosé as a sophisticated choice for winter celebrations. This association with chic après-ski culture adds an element of aspirational enjoyment.”

Nearly all the fine rosé wine producers db contacted for the investigation declared their presence in some of the world’s finest ski resorts.

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