Rosé has become one of the UK’s fastest-growing wine categories, driven by changing consumer tastes and a shift towards lighter, more versatile styles.
Yet despite its growth, many pub and bar wine lists still fail to fully capitalise on its commercial potential. Rosé has quietly become one of the most important categories on UK wine lists, yet in many pubs and bars it remains underdeveloped.
In the UK, rosé now accounts for around 9% of all still wine sold, with total volumes reaching approximately 129 million bottles and continuing to grow year-on-year.1,2 At a time when some wine categories are under pressure, rosé is continuing to build both volume and value.
Just as importantly, the category has evolved. Rosé is no longer simply a summer drink but a year-round option, increasingly chosen by consumers as an everyday alternative to white and red wines.
Yet despite this shift, many wine lists still default to one or two Provençal rosés, overlooking the breadth of styles available across the EU.
The Provence effect and the wider EU opportunity
There is no question that Provence has played a defining role in shaping the modern rosé category. Its pale colour, distinctive packaging and strong lifestyle positioning have driven consumer demand and created a recognisable benchmark.
However that success has also narrowed perception. Across the EU, rosé is one of the most stylistically diverse wine categories. Producers are creating everything from dry and mineral styles to fruit-forward and structured expressions, as well as sparkling rosé. Still rosé remains dominant at over 68% of sales, while Europe accounts for approximately 72% of global rosé production and consumption, reinforcing its position as the leading region for both quality and diversity.3,4
Major French regions beyond Provence – including the Languedoc, Bordeaux, the Rhône and the Loire – are producing their own successful interpretations. At the same time, countries such as Spain, Italy and Portugal continue to expand their rosé offer, while Germany has invested heavily in the category, particularly in organic production. Emerging EU regions such as Greece and Central Europe are also gaining attention for fresher, cool-climate styles.
For operators, this diversity across the EU represents a clear opportunity to build more interesting and commercially effective wine lists.
Built for modern drinking habits
Rosé aligns closely with how consumers are drinking today. There is a clear shift towards lighter wines with lower tannins, as well as styles that can move easily between occasions – from aperitif through to food pairing. At the same time, social and informal drinking occasions continue to grow, particularly around outdoor spaces, terraces and pub gardens. Rosé sits comfortably across all of these.
It bridges the gap between red and white, making it one of the most versatile categories on a list. It is approachable, visually appealing and well suited to casual, social environments, all of which contribute to its continued growth.
A strong commercial case for EU rosé
For pubs and bars, rosé offers a number of clear commercial advantages, particularly when operators look beyond a single region and explore the full EU offer.
Premiumisation is a key driver. Consumers are increasingly trading up within the category, with higher-quality rosé showing strong growth in value terms. This creates opportunities not only for higher bottle prices, but also for more profitable by-the-glass serves.
Seasonality is another important factor. Rosé remains one of the most weather-sensitive categories, with sales increasing sharply during warm conditions, with retailers reporting that sales can jump by up to 150% when temperatures exceed 20°C.3,5
For venues with outdoor space or strong summer footfall, this presents a clear opportunity to showcase a wider range of EU rosés and drive incremental sales.
Expanding the range
The most straightforward way to unlock this potential is to expand beyond the expected and explore the diversity of EU rosé. Introducing a small number of alternative EU styles can immediately differentiate a wine list and encourage customer discovery, particularly among drinkers already familiar with rosé.
Examples include:
Tavel PDO from Rhône Valley, France A deeper, more structured rosé that appeals to red wine drinkers and pairs well with grilled dishes
Cerasuolo d’Abruzzo PDO from Italy A vibrant, cherry-toned style that sits between rosé and light red, making it particularly food-friendly
Getariako Txakolina PDO from Basque Country, Spain A fresher, high-acid coastal style, ideal for seafood and lighter menus
Grenache rosé from the Languedoc-Roussillon, France Offering a Provence-like profile at a more accessible price point
Greek rosés Increasingly recognised for their quality and distinctive character, Greek rosé is made from a blend of native grape varieties like Xinomavro, Agiorgitiko, Fokiano and Malagousia and is gaining popularity with consumers
German rosé and rosé Sekt Germany’s roses deliver cooler-climate precision with styles ranging from dry to off-dry still rosé to sparkling Rosé Sekt
Together, these styles highlight the breadth of EU rosé production and how easily operators can move beyond a single reference point.
Making rosé work harder
Rosé is already doing much of the heavy lifting in terms of consumer demand. The opportunity for operators is to make it work harder, by treating it as a category worth developing, rather than a single listing.
Expanding by-the-glass options, introducing a premium tier, or increasing visibility on menus and back bars can all help drive engagement. Larger formats such as magnums can also be effective for groups, while sparkling rosé offers an additional upsell opportunity.
Rosé has moved well beyond its traditional seasonal role. Across the EU, it is now a mainstream and versatile category with clear relevance throughout the year. There is a huge opportunity for pubs willing to expand their wines lists and tap into growing consumer interest and exploration.
For more information visit More Than Only Food & Drink UK or contact morethanfood_UK@agripromotion.eu
Author: Neil McAndrew, wine consultant and advisor to the EU’s More Than Only Food & Drink campaign.
References
1. Wine Anorak. The rose revival
2. WSTA. Rose provides a ray of sunshine
3. Fact.MR. Europe Rose Wine Industry Analysis (2025-2035)
4. Intel Market Research. Rose Wine Market Growth Analysis, Dynamics, Key Players and Innovations, Outlook and Forecast 2025-2032
5. The Times. Rose sales soar by 150% when 20 degree tipping point is reached
