Rosé Wine Holds 10% of Global Market as Consumption Declines Less Than Other Still Wines

Rosé wine now accounts for 10 percent of global wine consumption, according to the latest report from the World Rosé Observatory. The data, released in 2025 and based on figures from 2023, shows that while overall rosé consumption is declining worldwide, the category remains more resilient than other still wines.

The World Rosé Observatory was established in 2002 by the Conseil Interprofessionnel des Vins de Provence (CIVP) and FranceAgriMer. It tracks production, consumption, and trade of rosé wines across 45 countries. The observatory’s findings are widely used by industry professionals to understand market trends and inform strategic decisions.

In 2023, global consumption of rosé reached 18.5 million hectoliters. This marks a continued downward trend since the peak in 2019. However, the decline in rosé is less steep than that seen in the broader still wine category, which has been shrinking at an average rate of 3.8 percent per year between 2019 and 2023.

France remains the world leader in rosé wine by value, maintaining its position as the top market for both production and consumption. Italy holds second place with a 14 percent share of global rosé consumption. The United States also plays a significant role in the market, though recent years have shown a shift in consumer preferences.

In the U.S., overall rosé sales have decreased, but this masks two contrasting trends within the category. Traditional styles of rosé are seeing reduced demand, while premium and innovative rosés are gaining popularity among American consumers. This shift reflects broader changes in wine drinking habits, with younger drinkers seeking new experiences and higher quality products.

The report also notes that international trade in rosé has slowed alongside falling consumption. Despite this, production continues to grow as winemakers respond to evolving tastes and invest in new styles and regions.

Experts consulted by the observatory suggest that rosé’s resilience is due to its versatility and appeal across different demographics. While some traditional markets are contracting, emerging markets and new consumer segments are helping to sustain global interest.

The World Rosé Observatory’s annual analysis is considered a key resource for producers, distributors, and retailers worldwide. By monitoring trends across dozens of countries and consulting with industry experts, the observatory provides a comprehensive view of where the rosé market stands today and where it may be headed next.