French rosé was on the rebound last year after experiencing slight declines throughout 2023. The top brands fell 2.1% to 2.5 million cases in 2023, marking an uncharacteristic year of decline for the previously vibrant segment and a tough year for the rosé category overall. But that softening seems to have simply been a blip in the growth curve as consumers showed renewed interest in French rosé in 2024, with the leading French rosés growing 4.1% to 2.6 million 9-liter cases last year, according to Impact Databank.
Moët-Hennessy-owned Whispering Angel saw 3.6% growth in 2024, climbing back up to 525,000 cases after falling 11.2% to 507,000 cases in 2023. The brand, which has reigned supreme as the No. 1 French rosé in the U.S. for nearly a decade, is produced in Provence by Château d’Esclans. While Château d’Esclans offers a variety of French rosés throughout its portfolio, Whispering Angel is far and away the most popular, having been a cult-classic for rosé lovers in the early 2000s. Paul Chevalier, vice president at Château d’Esclans, says Whispering Angel is now back on track after inflation made bottle costs rise in 2023.
“A bottle of wine such as Whispering Angel has a price point that remains crucial to maintaining steady growth in today’s uncertain economy,” says Chevalier. “The recent rise of costs of goods and inflation certainly had an impact on sales two years ago as prices jumped by $4 or $5 in some cases on the shelf. But as that has now stabilized, we’ve seen the brand’s loyal following return as the trade and consumers both have put their trust back into a wine such as Whispering Angel that continues to ‘over deliver’ on what is ultimately in the bottle.” Chevalier also notes that 2025 is off to a good start, with the release of Whispering Angel’s 2024 vintage on the horizon, a release that brand founder Sacha Lichine describes as “arguably the best vintage of Whispering Angel to date.”
While it seems unlikely that anyone will be dethroning Whispering Angel as the No. 1 French rosé in the U.S. anytime soon, Vineyard Brands’ La Vieille Ferme is hot on its heels these days. The brand, which has held its place as the No. 2 French rosé brand for several years now, is still experiencing strong growth, rising 9.8% to 492,000 cases last year. The wine, made by Famille Perrin in the Rhône Valley, is a blend of Rhone varietals including Cinsault, Grenache, and Syrah. La Vieille Ferme’s 2024 vintage has already hit the U.S. market, and while climate conditions in the Rhône Valley caused some concern for its vintners, the owners are confident about the future.
Growth Abounds
Other notable French brands that experienced growth last year include Prestige Beverage Group’s Yes Way Rosé, Hampton Water by Hampton Water Wine Co., and Avaline by Avaline LLC. All three of these brands saw double-digit growth, with Yes Way Rosé rising 14.3% to 153,000 cases; Hampton Water climbing 33% to 102,000 cases; and Avaline seeing a whopping 45.2% growth rate, jumping to 64,000 cases in 2024. Both Avaline and Hampton Water have star power on their side, as Avaline is co-founded by actress Cameron Diaz and entrepreneur Katherine Power, while Hampton Water is led by singer Jon Bon Jovi and his son, Jesse Bongiovi.
“This brand is personal for me and my dad. We’re not just involved—we live and breathe Hampton Water,” says Bongiovi. “I travel constantly for sales meetings, speak with the media, host tastings and happy hours, and work closely with our team on everything from creative to events. I want people everywhere to be able to try Hampton Water and feel what we’ve built.” Both Bongiovi and Hampton Water CEO Michael Misiorski note that the brand’s most recent launch, Hampton Water Bubbly, is doing particularly well. “Our Bubbly launch has been a hit—we’ve seen such a great response, and we’re pumped to keep that energy going strong,” Bongiovi says. Misioriski agrees, also citing a new program for the brand launching this summer: “I can’t give it away just yet, but it’s a big step for the brand. As always, we’re focused on driving strategic growth through deeper consumer engagement and smart, awareness-building programs.”
While French rosé regained momentum in 2024, the same can’t quite be said for other imported rosés. Five of the top eight labels declined in 2024, leading the collective top eight imported brands outside of France to fall 5.3% to 847,000 cases last year. Stella Rosa, the No. 1 imported brand out of Italy, faced its fourth consecutive year of decline in 2024, softening 6.5% to 295,000 cases. Other brands had an even rougher go. Ruffino Prosecco Rosé from Italy and Kim Crawford Rosé from New Zealand both declined by double digits, falling 23.4% to 58,000 cases and 26.7% to 57,000 cases, respectively.
But not all of the top imported brands outside of France struggled to gain share last year. La Marca Prosecco Rosé had another strong year, rising 5.5% to 290,000 cases in 2024. The brand has posted year-over-year gains for five years. Similarly, both Natura and 90+ Cellars Prosecco Rosé saw gains, with Natura rebounding 6.5% to 27,000 cases after declining in 2023, and 90+ Cellars Prosecco Rosé jumping 6.4% to 27,000 cases, marking another year of growth for the brand.
Domestic Uncertainty
In terms of domestic rosé sales, it was a mixed bag last year. While many brands declined, some by double-digits, several brands, particularly those out of California, saw growth. While top domestic rosé brand Bota Box softened 1.5% to 285,000 cases in 2024, its portfoliomate, Bota Box Breeze, gained share, rising 2.5% to 72,000 cases. Bota Box Breeze Dry Rosé has just 80 calories and 3.3 grams of carbs, making it appealing to the health-conscious consumer. Last year, Delicato vice president of marketing Kathy Pyrce told Market Watch sister publication Shanken News Daily that the market continues to see “health-conscious consumers focus on beverages with low calories and carbs.” She added, “We believe Bota Box Breeze will be a significant contributor to the Bota Box franchise growth in 2024.”
Second-ranked domestic rosé brand Josh Cellars was among the select growth earners in the domestic segment, up 3.5% to 226,000 cases. The brand has been slowly but surely regaining share after experiencing a few rough years post-pandemic. “Like many others in the industry, we saw broader shifts in consumer purchasing patterns and behavior coming out of an unprecedented time,” says Dan Kleinman, chief brand officer of Josh Cellars marketer Deutsch Family Wine & Spirits. “But at Josh Cellars, we stayed focused on what we do best: crafting high-quality wines that meet consumers where they are.”
Kleinman also notes that consumer habits are evolving in the category’s favor. “The market is clearly shifting to lighter, crisper, more refreshing wine styles, which will have a halo effect on rosé,” he says. “We think we have created a superior California rosé that is more light bodied, crisp, and dry with a more mouthwatering finish than other domestic rosés. This has won us the appreciation of French rosé drinkers as well as domestic rosé drinkers.” At $16 a 750-ml., Kleinman says Josh Cellars Rosé is a good option for consumers looking for an elevated wine but who aren’t willing to pay a premium price. “Josh Cellars is the perfect trade-up for consumers who want more from their glass without breaking the bank,” he says.
Of the top 25 domestic rosé brands, Trinchero Family Estates’ Seaglass saw the strongest growth, leaping 12.1% to 21,000 cases. Similar to Josh Cellars Rosé, Seaglass is a pale pink, crisp rosé at just under $15 a 750-ml. According to Brie Wohld, vice president of marketing for Trinchero Family Estates, who recently spoke to Market Watch sister publication Impact Newsletter, Seaglass offers consumers a unique drinking experience at a fair price point. “As the category leans into premiumization and lifestyle alignment, Seaglass offers a compelling value proposition—delivering not just a delicious wine under $15, but a complete brand experience rooted in the emotional escape of the coast,” says Wohld. “Rosé is no longer just a summer drink, so we’re looking into how to lean into year-round usage occasions—especially via social, digital, and experiential marketing—to drive continued relevance.”
Tariff Tradeoffs
As the U.S. prepares for challenges in the second half of 2025, pricing is top of mind for the American consumer, and Sara Bishop, wine buyer at retailer Zachys in Port Chester, New York, expects premium-plus rosé wines to take a hit. “Value-driven rosés—those in the $12–$15 a 750-ml. range—should remain relatively unaffected. A modest price increase is unlikely to deter most consumers at that level,” says Bishop. “However, we do anticipate potential challenges with smaller-production, high-end rosés, particularly those retailing at $40 and above. Price increases could dampen consumer interest in these more specialized selections, and in some cases, producers might even choose to redirect their limited allocations away from the U.S. market altogether.”
The tariffs the government plans to put in place on international goods will likely have a significant effect on imported rosé, in terms of both pricing and availability. At some off-premise locations like Zachys, preparation is already well underway. “In the short term, we don’t expect tariffs to have a major impact on our rosé offerings,” explains Bishop. “Our suppliers anticipated the situation and planned ahead, so the majority of the rosé inventory that will carry us through the 2025 season is already stateside.” And at Downtown Spirits and Esquin Wine & Spirits in Seattle, wine director and wholesale manager Ole Thompson expects American consumers who enjoy imported rosé to turn to homegrown products. “If prices rise significantly on European rosé, I would expect some sales to move to local and domestic offerings,” he says.
Domestic players are ready to deliver. “We’re actively monitoring the trade landscape and any potential shifts that could impact the industry, but it’s too early to say exactly how domestic rosés will be affected,” says Josh Cellars’ Kleinman. “If tariffs hold, and prices of French rosé increase, we expect consumers will become more curious about trying California rosé.”
While the latter half of 2025 looks a bit dire for importers, there is hope amongst foreign brands that consumers will remain loyal in hard times. “Tariffs are certainly a challenge, but consumers are looking for quality at a fair value,” says Hampton Water’s Misiorski. “We’re confident in Hampton Water’s ability to deliver on both.” Bongiovi agrees, noting the staying power of rosé. “People aren’t quick to give up their rosé,” he says. “They may get pickier about what they’re buying, but that’s where we shine. We’re not cutting corners—we’re doubling down on quality and giving people something they truly love.”
No matter the outcome of 2025, both domestic and imported rosé producers are confident there will be a continued demand for rosé wine. “Rosé is benefitting from a broader shift in consumer preferences for lighter, crisper taste profiles in wine, so it’s well positioned pending the impact of tariffs,” says Kleinman. “As the occasions for rosé tend to be more casual, price inflation could lead consumers to seek more value in these occasions, which is a risk, but with great tasting domestic options like Josh Cellars Rosé, we are hopeful that rosé continues to play a role in these occasions.”
And as we enter the warmer months, rosé sales across the board are likely to get a boost as consumers trade out their winter wines for something lighter and more refreshing. Thompson of Downtown Spirits and Esquin Wine & Spirits says, “more people seem to be moving to chillable wines with lower alcohols and less are drinking more heavily oaked, higher alcohol reds. Rosé should gain sales from this trend.”
Seasonal popularity is also expected to boost sales at Zachys. “Rose has become a staple among wine drinkers around the world during warmer weather months,” Bishop says. “Whether they’re enjoying a bottle with friends over an outdoor dinner, or sharing a glass as they watch the sunset on the beach, rosé has become synonymous with spring and summer and celebrating those longer days and warmer nights. Because of the seasonality of it and the increase in quality, rosé is here to stay.”