Anna Polyviou
Light and delicate, with aromas of flowers and fruits, these are just a few ways to describe Rosé Provence wines, which have recently become a global trend.
Cyprus has also embraced the trend, with suppliers importing Rosé wines from Provence and local producers making their own versions.
One of the most notable Rosé wines is Miraval Rosé from the Chateau Miraval winery, located in the Provence region. Often referred to as a "Hollywood wine," it is owned by actors Brad Pitt and Angelina Jolie and operated by the Perrin family. This wine is a blend of fruit and freshness, capturing the essence of Hollywood, much like its famous owners. In Cyprus, Miraval wines are imported by Vassos Eliades. When asked about the sales performance of this particular wine, a company representative confirmed an increase, reflecting the overall rise in popularity of rosé wines, especially those from Provence. The promotion of this wine is primarily conducted through the company’s network, website, and social media, with events playing a crucial role, particularly when the wine is the star attraction.
The Photos Photiades Group also imports Rosé wines from Provence into Cyprus, with Whispering Angel being among the most popular. This Rosé, from Chateau d'Esclans, is known for its distinctive aromas of fruits and flowers. In the United States, Whispering Angel is the best-selling French wine. According to Mr. Minas Minas of Photos Photiades Group, there is indeed a growing trend in Rosé wines, with sales continuing to rise.
The Rosé wine market is expected to grow significantly in the coming years, driven by the expansion of winemaking and retail. Although Rosé originated in Europe, it has become widely popular across the globe. The increasing number of new Rosé wines and the expansion of existing ones into new markets are contributing to the growth of the winemaking industry, which is expected to see a rise in global production. According to Zion Market Research, the global market for Rosé wine is projected to grow at a Compound Annual Growth Rate (CAGR) of around 5.50% from 2024 to 2032.
During the summer, Rosé wine consumption increases significantly. According to Majestic, the UK’s largest wine retailer, when temperatures reach or exceed 26°C, Rosé sales surpass those of red and white wines. In the summer of 2022, the company sold one bottle every 12 seconds, reinforcing Rosé’s status as the ultimate summer wine.
The heart of Rosé
Provence, a region in southeastern France, is often considered the heart of Rosé wines, with a climate ideal for grape cultivation. France produces 35% of the world’s Rosé, making it the leading global producer and top consumer, with one-third of all Rosé wine consumed domestically. Following France, H.P.P. accounts for 20% of global consumption. The global popularity of Provence Rosé has led to a remarkable 500% increase in exports over the past 15 years.
Travel and tourism have played a significant role in the worldwide spread of Provence Rosé, as France remains one of the top tourist destinations. Social media, along with major festivals and glamorous events like the Cannes Film Festival, have further elevated the status of Provence Rosé, making it synonymous with elegance and refinement. Another key factor in its popularity is its versatility—Provence Rosé pairs well with a wide range of cuisines and dishes.
As it stands, more producers and suppliers, both in Cyprus and abroad, are entering the winemaking market, with the variety of products continually expanding.
[This article was translated from its Greek original]
