Rose wine crowds out red wine

Red wine sales in France have halved since the 1990s, according to the American Association of Wine Economists (AAWE). While sales of red wines in France have been steadily declining over the past 30 years, sales of rosé wines have been steadily increasing. Domestic sales of red wine have fallen from approximately 8 million hectoliters produced in 1995 to approximately 4 million hectoliters in 2020. During the same period, rosé wine sales increased by 93%, from approximately 1.5 million hectoliters to almost 3 million hectoliters.

Vineyard owners in the Bordeaux region, famous for its red wines, say the decline in red wine production may be due to overproduction and changing drinking habits. Today, France is one of the fastest growing markets for soft drinks, which are gaining popularity among younger and health-conscious people. The number of French people aged 18 to 35 drinking wine fell by 7% between 2011 and 2021. And red wines tend to have higher alcohol content than rosés and whites: on average, red wine contains 13.5% alcohol by volume (ABV), rosé averages 12% ABV, and white 10% ABV.

This trend is confirmed by global statistics - France accounts for 29% of global rose wine consumption, followed by the USA with 14% of the world market.