The growing popularity of food and wine matching is also helping the rosé category to attract more male drinkers, according to Pierpaolo Petrassi MW, Tesco’s senior product development manager for wine, who said the chain’s new Great With initiative sought “to include a rosé wine for each food type”.
Petrassi said: “The cliché of rosé being a female drink is still prevalent, but less than it was, so we’re moving in the right direction. The sweet, fruity style still dominates in volume terms, but many customers are also discovering drier, more refreshing styles.”
Vicky Wood, category development manager for BWS at the Co-op, said: “There has been a shift in male drinking habits towards rosé over the past 12 to 18 months, which I think has been helped, in part, by the introduction of ciders over ice and initiatives from other categories.”
She added that while “the sweeter white Zinfandels and White Grenaches are still extraordinarily popular” in the Co-op, sparkling rosé and still pinks from France, South Africa and Argentina “are also selling well”.
Peter Crameri, UK manager for LGI-Alain Grignon Wines, added: “The girly effect has somewhat diminished and it is acceptable for males to drink rosé because of the introduction of serious styles.”
Despite a recent surge in men buying rosé, more should be done to ensure this trend continues, according to Antoine Leray, UK sales director for Mont Tauch.
“Suppliers should be doing more to point the male consumer in the right direction, with clear style descriptions and food-matching recommendations,” he said.