This advertising content was produced in collaboration with our partner, IGP Méditerranée.
It’s no secret that rosé sales spike in the summer months, with pink wines taking over by-the-glass lists and retail shelves alike. But as the rosé category cements its reputation as a consumer favorite, it’s also becoming a mainstay in beverage programs long past Labor Day.
More sommeliers and retailers are bucking seasonal norms and using the onset of fall as an opportunity to demonstrate how rosé wines suit food pairing and aperitif drinking year round. Rosé’s fresh acidity and vibrant hue do more than just quench thirst in the summer—they also make it a festive holiday pour and brighten up the richer, heartier flavors that cooler months bring.
There’s no better region to turn to in order to embody this new school of thought than IGP Méditerranée, where vintners are unconstrained by strict regulations limiting their use of certain varieties, vineyards, and production methods. Though IGP Méditerranée rosés celebrate the region’s diverse terroir, which covers a wide swath of land in coastal, southeastern France, they are all approachable, delicious, and food-friendly—qualities that are just as attractive in December as in June.
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Tapping into Rosé’s Growth Potential
When locals and vacationers alike head to the Jersey Shore in the summer, the outdoor patio at River Pointe Inn in Rumson, New Jersey, is awash in rosé. But even though the restaurant does sell more rosé in the summer months, “It’s a year-round pour for us,” says sommelier Rebecca Flynn.
Data echoes this trend. In the U.K., according to CGA by NIQ’s Wine Insights, more than half (56 percent) of rosé drinkers say they drink it all year—evidence of further scope for growth in off-season rosé consumption in the U.S.
Additionally, according to IWSR Drinks Market Analysis, three of the top five fastest-growing wine types in 2023 were categories of rosé. This popularity of rosé during peak season has certainly helped push pink wine to become a year-round staple. This is especially true for younger millennial and Gen Z drinkers, who are attracted to the visual appeal of rosé—particularly on social media—and aren’t shackled by rules about what to drink, or when. These younger drinking-age consumers are fueling much of rosé’s growth, and French rosé specifically has made significant inroads among these audiences.
But the shift from “rosé all day” to “rosé all year” is also thanks to category maturity. “Rosé is at a crossroads—and is now too big a phenomenon to be considered one singular category,” says Ben Bernheim, a rosé specialist and co-author of the book Rosés of Southern France. As the category has matured from its once-niche sales base in the U.S. market, consumers are realizing that it’s not a monolith—like red and white wine categories, there are many different styles of rosé.
What Makes IGP Méditerranée Rosé a Year-Round Wine?
There are 10,500 hectares under vine and 10 départements in IGP Méditerranée; of the 650,000 hectoliters of wine produced in the region, a majority—75 percent—is rosé. “As a region with diverse terroirs and a wide variety of rosés from different grape varieties, we are happy to see people enjoying rosé, not just in summer, but year-round,” says Roger Ravoire, the president of Intervins Sud-Est, who represents the appellation. And the U.S. is its largest international market, accounting for 40 percent of exports. “We’re most excited about the U.S. interest and growth in rosé wines in recent years,” adds Ravoire.
Anchored by the port city of Marseille, the vineyards of IGP Méditerranée stretch across a large, varied area from the French Alps to the Mediterranean Sea. The sea regulates temperatures, cooling down vines from the intense sun to ensure grapes have balanced sugar, acidity, and ripeness. Le Mistral, the strong, bracing wind that originates from the north, keeps vines dry and healthy.
With 2,500 hours of sunshine per year, the region’s long, sunny growing season and enviable exposure allow for an earlier budbreak at the start of the season, and a longer hang time on the vine at the end of it, leading to complex, well-developed flavors—the kind that satisfy even alongside richer winter dishes. Calanques, or steep-walled inlets, are responsible for the well-draining calcareous and limestone soils that are a hallmark of the region. Elevation provides the coveted diurnal temperature swings that allow the grapes to retain their freshness.
But the terroir itself is varied, lending itself to a wide range of both local and international grape varieties—129, to be exact. Winemakers lean into this diversity, capitalizing on the freedom and flexibility of the IGP designation, which has no blending constraints in terms of grape varieties or percentages. Uninhibited by centuries-old traditions and regulations, the winemaker determines the style of wine, from light and easy-drinking to elegant and complex.
Tips for Selling Rosé in the Fall and Winter
So how can buyers who are looking to showcase rosé as a year-round pour convince their guests? Lean into IGP Méditerranée rosé’s effortless ability to pair with food. “Our diverse range of wines allow for exploration and creativity with pairing foods of all types,” says Ravoire.
While summer ingredients naturally pair with the fresh berry and citrus notes in many IGP Méditerranée rosés, bottles that lean into the region’s complexity and depth of flavor work just as deftly with cooler-weather cuisine, like slow-cooked or roasted dishes. The wine’s zesty, crisp acidity also cuts through the richness of red meats and cream-based soups.
That goes for traditional holiday meals as well. “I always love to include rosé in a Thanksgiving pairing roundup because it’s higher in acidity and has fresh fruit flavors,” says Flynn. “My plan is to use magnums of rosé to pour by the glass during the holidays. Large format is a great way to sell something special.”
For large groups of guests who are ordering many different dishes, IGP Méditerranée rosé is a perfect back-pocket suggestion. “It’s the one wine that white-wine drinkers and red-wine drinkers can agree upon,” says Katherine Cole, a writer and podcast host who has authored five books on wine, including Rosé All Day. “I have yet to find a food that doesn’t match with rosé. It goes with everything!”
As a pairing suggestion, it also offers a sense of exploration to a wine lover who might be less familiar with the match, which is a great way to appeal to younger drinkers. Less loyal to brands and traditional regions, Gen Z and younger millennial consumers show an enthusiasm and openness to discovery, and the uninhibited, creative attitude of IGP Méditerranée resonates with them.
And of course, nothing substitutes for getting a splash of IGP Méditerranée rosé into a glass so that guests can experience it for themselves. Luckily, IGP Méditerranée wines always over deliver for the price. “Given its killer price point, IGP Méditerranée rosé is the ideal wine to pour by the glass,” says Cole. She points out that many well-known southern French rosé producers release IGP Méditerranée wines because they can work with a wider range of vineyards and grape varieties.
Fans view IGP Méditerranée rosé as an unpretentious, accessible style of wine that over-delivers on quality for its price—and that is certainly something to celebrate all year round.
Dispatch
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