The pink wave that elected the rosé wines like the darlings of summer 2021 is not over yet. Even with the end of the hottest days, the consumption of the drink remains high among Brazilians, and new trademarks don’t stop popping up.
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One of the main reasons that rosés won’t be just a fad is their versatility. Whether on occasion or in the form of consumption, drinking rosé seems much less complicated for those who are not wine experts. No wonder, the drink is being used more and more in cocktails.
Rosés not blue
Made with the skin of red grapes, the color of the rosé wine itself already attracts consumers’ attention. “The shades can vary from salmon, pink to onion skin. The Provence style, with a very light salmon color, generally drier and more delicate on the palate, has been copied all over the world. There is also the most extracted version with a very strong pink color, more common in New World countries like Chile, for example”, says Karene Vilela, CEO of wine importer Portus Cale.
Despite (or because of) the pandemic, the wine market in general is hotter than ever in Brazil. According to the International Organization of Vine and Wine (OIV), consumption of the drink grew 18.4% in the last year. In 2019 the country consumed 360 million liters, in 2020, 430 million liters.
The jump of rosés is even more expressive. According to data from Ideal Consulting, between 2014 and 2018, its consumption increased from one million liters to more than five million. Only from January to September 2020, the volume traded had a jump of 37.2%.
New or old, brands have been surfing the rosé wave. In its first year of operation, in 2020, the manufacturer Veroni sold more than 25 thousand bottles of rosé and earned 1.2 million reais. In 2021, the company should grow 150%, reaching 3 million reais in sales and 65 thousand bottles sold. To fulfill the objective, the brand raised 1.4 million reais from investors.
Another novice specializing in rosés is the Cliche, a brand with less than a year of life that says its objective is to “uncomplicate the consumption of wine”. Instead of information about the type of land or grape that gave rise to the rosé, for example, Cliché wines show basic consumption information, such as the best time to drink.
“Wine brands believe that all consumers understand the drink. They talk about types of grapes, the soil, the harvest, the barrel and so much other information that doesn’t say anything to many consumers. We understand wine as an enhancer of good times” says Bruno Maletta, CEO and co-founder of Cliché.
Savvy brands also want to do business. the importer Porto, founded in 1985, used summer 2021 as a showcase for rosés and increased sales of the drink by 150%.