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Engaging point-of-sale, elegant packaging and a price point (about $16 for a 750-ml. Off-premise, Vanderpump Rosé’s unique and aspirational consumer appeal “has delivered encouraging velocities to retailers from both the floor and shelf positions,” he says.

“We’ve selected on-premise partners who share the brand’s integrity and the family’s passion for exceptional quality,” Willcock says. It helps that Vanderpump and husband Ken Todd own 28 bars and restaurants, including the Jewel Bar and Shadow Lounge in London, Villa Blanca in Beverly Hills, and SUR and PUMP Restaurant in West Hollywood. The brand has fostered relationships with some of the nation’s best-known restaurant groups and independent operators, he notes. The success of the imported rosé category as a whole, itself led by premium rosé from Provence, “has provided an opportunity for well-positioned brands to lead growth and innovation by delivering a superior consumer experience,” says Peter Willcock, director of brand development for Vanderpump’s importer Palm Bay International.Ĭonsumers today are drinking more high-quality dry rosé than ever before, “and Vanderpump Rosé delivers exceptional quality, supported by instant name-recognition that’s synonymous with authenticity and good taste,” Willcock says. The Provence rosé blend of cinsault, grenache and syrah sold 33,000 9-liter cases in 2019-an increase of 74%.

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Vanderpump Rosé was launched by TV personality/restaurateur Lisa Vanderpump-best known for her appearances on Bravo’s The Real Housewives of Beverly Hills and Vanderpump Rules-and her family in 2017. Rosé at $15+ per bottle price points has showed strong growth, with premium offerings comprising more than 20% of the category volume, she says.

While rosé sales continue to spike around the warmer months, the style has also found a following among drinkers year-round, says Marina Velez, manager of information services for BIIG. A number of our Rising Stars brands specialize in rosé, including The Palm by Whispering Angel from Chateau d’Esclans Fleur de Mer from E & J Gallo Winery Bieler Pere et Fils Rose from Trinchero Family Estates and Band of Roses from Constellation Brands. Rosé Glowĭespite industry challenges, there are bright spots. » Comeback Brands are previous winners that have rebounded in sales to at least their previous winning level, following a recent decline. » Fast Track Brands are at least five years old, and have exceeded 100,000 9-liter cases sold in 2018, with double-digit growth in each of the last three years. » Rising Stars are less than five years old and have grown each year of their existence, reaching at least 20,000 9-liter cases in 2018. They have also grown sales over each of the last three years. » Established Growth Brands are top sellers in their category, at least five years old, and moved a minimum of 400,000 9-liter cases in 2018. “For us, the key is connecting with them-being relevant to them-while staying true to who the brand is and what it stands for.” Growth Brands Category Definitions What’s more, the entire industry is trying to attract Millennials, “a cohort that is not adopting wine at the same rate as previous generations,” she adds.

“We also know, however, that the premiumization trend has slowed in recent years, so we have to work smarter to continue capturing consumers’ attention,” Thornsberry notes.

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