Outside of a smattering of icons (and the finest sparkling), rosé is meant to be consumed when fresh and youthful. Aged and tiring wines might be great for margin , but give a poor customer experience.
Ultimately, most non-sparkling rosé should be drunk within the first 18 months from bottling (and ideally the first year). Some barrel-aged styles might differ from this, but treat the 18 months rule as a broad guide for your purchasing decisions.
Pinot Grigio & Prosecco Rosé = A Double Dip
For by the glass volume pours, why not piggyback off the popularity of other wine styles? Both Prosecco and Pinot Grigio are enjoying unprecedented attention, and combine this with rosé and you have a cross-category mashup!
Given the recent release of the first Italian Prosecco rosé, and the quality of ramato style skin contact wines, this is ripe for by-the-glass opportunities, plus the fast-moving nature of such popular styles can help drive profitability through increased volumes.
The IWSR drinks analytics organisation predicted that sparkling wine, and Prosecco in particular, will enjoy strong growth this year as ‘the category has steadily moved away from its one-dimensional image as a special celebratory drink to align with more regular occasions, such as the aperitivo hour’.
As the report notes, this year will also see a ‘booming rosé category (which) works across a number of social situations’, with these ‘lighter style wines attracting new consumers with their accessibility and versatility’.
More Choice Is More Choice
Finally, if there is an overriding takeaway for improving your rosé offering, it is simply about offering more choice.
Gone are the days when a single token rosé is all that is needed. Given the popularity and the high potential for premium upsells a selection of rosé can give breadth and add profitability to even small lists, especially given the rampant popularity of imported options. A sprinkling of Bandol and a bargain from Navarra is a simple and logical add-on that anyone should consider (especially coming into the warmer months).
The WINEDEPOT MARKET offers a range of rosé options, across sparkling and still wines, including top Champagne and options from Provence to Central Otago. Explore the selection here.