Rosé wine share of total still wine consumption by age % of rosé

Observatoire
du Rosé
AAWE
Rosé wines : volume, consumption-production,
prices, exchanges worldwide, trends,
consumers
2016
Michel COUDERC – Ana LAPASCUA
Service Economie et Etudes
CIVP – Conseil Interprofessionnel des Vins de Provence
en charge de l'Observatoire Mondial des Vins Rosés
1
Rosé... ?
•
Rosé wines have no definition (s): perceived by consumers.
•
Few specific economic information Rosé wines (often blended
with wines Reds at tax profit)
–
–
–
•
Observatoire
du Rosé
Very rarely abroad
Punctually nationwide,
Fairly common locally when there are specifications for product
development (Geographical Indications or marks).
In marketing more often ...=> An attempt to reconstruct
–
More than 10 consumers or distributors panels, inquiries…
–
Expertises based on Leontief method : production X consumption
•
And consumers typologies or rosés tipycities approaches
•
Provence legitimate to study this market with neutral and
objectives partners : FranceAgriMer CNIV and OIV.
•
See publications CIVP-OIV http://www.oiv.int/fr/normes-et-documents-techniques/analysesstatistiques/focus-thematique ; CIVP-FranceAgriMer :
http://www.franceagrimer.fr/index.php/content/download/43171/403384/file/SYN-VIN2015-Observatoire-des-vins-ros%C3%A9s.pdf
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Agenda
Observatoire
du Rosé
1.
2.
3.
4.
5.
volume consumption-production
exchanges worldwide
prices - values
consumers
Products diversities
3
Consumption (and production) : increasing trend
Observatoire
du Rosé
 Rosé = 10% of still wines, growing.
4
source : CIVP / FranceAgrimer - Abso
Conseil, 2015
•
Gloal wine consumption
stable / small decrease
from 2008.
•
On contrary, Rosé is
growing (between 2008
and 2014 : +6,5% volume)
•
Rosé share growth from
2002 : +1,5 point
Rosé : Productions Vs consumption
Update 2015 : data 2014
Observatoire
du Rosé
• France confirm
consumption.
its
position
of
leader
on
production
and
• Countries are oriented to export like Spain and Italy ; others import
because not producers : Nord-europe.
5
Rosé consumption map
 More concentrated on traditionnal countries than total still
wine 3 colors
6
source : CIVP / FranceAgrimer - Abso
Conseil, 2015
Observatoire
du Rosé
Differents trends on consumption
in countries
Observatoire
Global rosé wine consumption
du Rosé by
has been driven in particular
the growth in rosé consumption
in France, but also by the
emergence of new consumer
countries.
Trends in rosé wine consumption for the six biggest producers
France
khl
United States
khl
9000
9000
7500
7500
6000
6000
4500
4500
3000
3000
1500
1500
0
2002
2004
2006
2008
2010
2012
Germany
khl
0
2014
2002
2004
9000
7500
7500
6000
6000
4500
4500
3000
3000
2008
2010
2012
2014
Allemagne, USA : equal
consumption
2014
ESPAGNE, ITALIE, PORTUGAL :
decreasing
2014
New consumer countries :
- Royaume Uni (+250%), Observatoire
du Rosé
- Suède (+750%),
- Canada (+120%),
- Hong-Kong (+250%).
- ... !
1500
1500
0
0
2002
2004
2006
2008
2010
2012
Italy
khl
2002
2014
2004
khl
9000
7500
7500
6000
6000
4500
4500
3000
3000
1500
2006
2008
2010
2012
Spain
9000
1500
0
2002
2004
2006
2008
2010
2012
Source: Various sources, preparation by OIV-CIVP, 2015
2014
FRANCE : big increase from 2002
(+43%).
United Kingdom
khl
9000
2006
0
2002
2004
2006
2008
2010
2012
7
Agenda
Observatoire
du Rosé
1.
2.
3.
4.
5.
volume consumption-production
exchanges worldwide
prices - values
consumers
Products diversities
8
4 bottles out of 10 cross a border before consumption,
id est 9 Million hl ; 100 million cases
 Share of imported rosé doubled in 12 years up to 39%
Observatoire
du Rosé
Tous vins : 41% ●
• 27% Tous vins
•
Rosé is getting closer to total wine in share imported : from 5 points in 2002 to 2
points in 2014.
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Rosé wine : from south to north
 Main net importers are UK, Germany, Belgium.
 Main net exporters are Spain and Italy.
Observatoire
du Rosé
10
Trade flows in terms of volume in 2014
Observatoire
du Rosé
Data for the top four exporters/producers and the four biggest importers/consumers
Source: various sources, preparation by OIV-CIVP, 2015
11
Agenda
Observatoire
du Rosé
1.
2.
3.
4.
5.
volume consumption-production
exchanges worldwide
prices - values
consumers
Products diversities
12
Custom prices for Rosé
Observatoire
du Rosé
 3 different strategies in terms of price and packaging:
Export Provence
4,2 €/75 cl
Part des exportations
en vrac (en volume)
62%
32%
19%
45%
61%
42%
28%
42%
– Materials / Lower Range (Bulk 30 € / hl): Spain, South Africa; Italy partly ... For
brands or Rosé varietals also ...
– Medium Range (Bulk 90-100 € / hl): diversity of products, including IGP Oc
Varietals BIB; Blush of American brands ...
– Valued / High end: packaged products mainly bottles, including Provence ... 13
2014 Rosé export :
1,5 MILLIARD €
(FOB douanes)
 France accounts for over 30% of the value of rosé wines traded Observatoire
du Rosé
internationally, while Spain weighs only 16%.
 France = premium roses in the world.
•
•
The main exporters in value are France and Italy, followed by Spain and the
United States.
We note in particular the entry positioning of rosé wine exports from Spain
(almost 75% of its production in volume), leading to a smaller weight value.
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Rouge / Blanc / Rosés ... Consumer price
perception
•
•
Observatoire
Average price of 3 colors little remote enough in many countries ... du Rosé
Red Sometimes the most expensive, sometimes White ... What about
Rosé?
15
Agenda
Observatoire
du Rosé
1.
2.
3.
4.
5.
volume consumption-production
exchanges worldwide
prices - values
Consumers
Products diversities
16
Youngers drinks more rosé
•
35%
30%
25%
20%
15%
10%
5%
Rosé wines' share of "self-reported" total still wine consumption was measured asObservatoire
having increased since 2007 in many countries. Consumers have indeed reported du Rosé
that they are increasingly favouring rosé wines in their wine consumption.
• This growth has
Rosé wine share of total still wine consumption
primarily been driven
by age
by the youngest
% of rosé wine consumed as reported by still wine consumers
population segment of
legal drinking age, for
Brazil*
which self-reported
France
rosé wine
United Kingdomconsumption was
Canada
highest in terms of
Belgium
"intensity" (volume
Sweden
per resident of legal
United States drinking age). Rosé
Netherlands
wines' share of total
still wine
Russia*
consumption is on
China*
average 10% higher in
Japan
New Zealand this age group
Germany
0%
LDA-24 yrs
25-34 yrs
35-44 yrs
45-54 yrs
55-64 yrs
65 yrs +
Source: Various sources, preparation by OIV-CIVP, 2015
Wine Intelligence, CIVP Survey, Vinitrac® 2014, n>700 conso. de vin tranquille sur tous les marchés
Australia
Finland
17
Women drinks more rosé
•
In most countries, women report that they consume more rosé wine (in Observatoire
proportion to their total still wine consumption) than men. In Germany du Rosé
and in the Netherlands, the difference has reached 6%.
18
Agenda
Observatoire
du Rosé
1.
2.
3.
4.
5.
volume consumption-production
exchanges worldwide
prices - values
Consumers
Products diversities
19
Sugar and color worldwide
diversities
• Monde : majorité de rosés secs
(<4 g/l)
• Classe : plus de 20g/l dominée
par la production des USA (52%)
Observatoire
du Rosé
• Typicités couleurs variables suivant les pays
et zones géographiques plus fines, ou
marques...
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Conclusion : Production, Consumption,
Flow, Values...
Observatoire
du Rosé
• 22.7 million hectoliters of rosé wines are consumed
worldwide each year, more than 10% of wines in 2014.
• 4 bottles out of 10 cross a border before consumption, or
about 9 million hl
–
–
–
–
Trend in the process of internationalization
The "South" supplies the "north“
important price differentials (export, consumption)
diverses strategies: Raw material (Spain) / Valued (France) ...
• Trend worn by women and young
• Country profiles or regions fairly well defined (color, sugar,
typicities… messages)
21
Observatoire
du Rosé
• Thank you for your attention
•
•
•
•
Michel COUDERC
Responsable Economie et Etudes
CIVP – Conseil Interprofessionnel des Vins de Provence
Maison des Vins ; RN 7 - CS 50002 ; 83460 Les Arcs sur Argens
Tel : 0(033) 4 94 99 50 10 ; Fax : 0(033) 4 94 99 50 19
Mail : mcouderc@provencewines.com
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Observatoire Mondial
du Rosé
Observatoire
du Rosé
• Nouveaux supports
de synthèse :
– 9 fiches pays
producteurs et/ou
consommateurs
– 1 fiche monde
– 1 fiche Provence
23
Les 2ndesdes
assises
des
vins du Sudl’histoire mondiale des couleurs
vins
:
Ouest
rouges/rosés, perspective de l’évolution actuelle
Observatoire
du Rosé
Evolution schématique de la couleur du vin en % de consommation estimée (hors blancs) :
Av. JC
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
Phylloxera
Antiquité
Bouteille
Mahomet
Grèce
Ordres monastiques
Extension
mondiale
Rome
New french
clarets
Vins clairs
Rouges
Clarets
Clairets
Rosés
1950’
congés payés
1992 French
paradox
PROVENCE | BIRTHPLACE
OF ROSÉ
Observatoire
du Rosé
600 BC| FOUNDING OF MARSEILLE BY THE PHOCEANS (GREEKS)
Introduction of a new plant : the grapevine.
200 BC | ROMAN CONQUEST
Vine spread out all over Europe
The wines produced at
this time were clear (pink).
Maceration of juices with
skins was unknown.
PROVENCE = THE OLDEST WINE GROWING REGION
ROSÉ = OLDEST KNOWN WINE
Competition universe
= pink drinks ?
Observatoire
du Rosé
BABV = Rosé
pamplemousse
Spritz Aperol
PASTIS ROSE
HOEGAARDEN
ROSE
PORTO PINK
VINS ROSE
AOP / IGP / SansIG
1664 ROSE
CIDRE ROSE
CHAMPAGNE
Et plein d’autres lancement ou
ROSE
relancements…
26
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PROVENCE | A WINE PRODUCING REGION
COTES DE PROVENCE
Observatoire
du Rosé
Côtes de Provence Sainte Victoire
Côtes de Provence La Londe
582 winemakers
Côtes de Provence Fréjus
(521 private & 61 cooperative
wineries)
9 appellations,
but 3 leaders in
volume
&
42 trade companies
PROVENCE
VINEYARDS
Max. authorized
yield:
55-60 hl/ha
COTEAUX D’AIX-EN-PROVENCE
73.5%
16.5%
3 colors
64,569 acres
154 million bottles of rosé
Vintage 2015
Côtes de Provence Pierrefeu
COTEAUX VAROIS EN PROVENCE
10%
PROVENCE | LEADER IN QUALITY
ROSÉ
Observatoire
du Rosé
PROVENCE WINE
PRODUCTION
Vintage 2015
88.5%
eq.174 million bottles
8%
3.5
%
6% of world rosé production
40% of French AOP rosé
production
154 million bottles of rosé
Vintage 2015
#1 region
in AOP rosé
production
THE PROVENCE WINE
COUNCIL
Observatoire
du Rosé
Founded in 2004,
The CIVP or Provence Wine Council,
is an official organization representing
600 producers (private and cooperative cellars) and 100 trade
companies.
The Provence Wine Council represent producers from
3 major Provence appellations :
Côtes de Provence
Coteaux d’Aix-en-Provence
Coteaux Varois en Provence
It promotes the Provence brand through efforts in
four areas:

Economic and market research and analysis

Technical research

Quality control and testing/tasting

Marketing, communications, and public relations in France and
abroad
ROSÉ RESEARCH CENTER ONGOING AND
UPCOMING PROJECTS
Observatoire
du Rosé
QUALITY IMPROVEMENT IN THE
CELLAR
Vinification
WORLD
Know-how


TYPICITY
More than 1000 samples
tested per year, from
almost 30 countries
(color, sugar rate, level of
alcohol, acidity, aromas… )
FRANCE
Material (press, tank…)
Biotechnology (yeasts, bacterias,
enzymes)
Processes (no oxygen, use of
azote, cold….)

VINE TRAINING
Plot
PROVENCE
Varietal
Terroir (climate & soil)
LOCAL
Yield
CROSS SECTIONAL STUDIES
Communication &
Winemaker training
Inputs : solutions to limit the use
of inputs (disease-resistant varietals,
indigeneous varietals…)
Aging in bottle (best time to release
wine)
Since 1999