They call them Millennial Pink but they don't only belong to the female population, or to younger age groups. These are consumers of the present, all across the main marketing sectors, from food to fashion. And they all love rosé wines.
All of the so-called millennials share a color: pink. This is a river crossed by a constant current, which the beverage and alcohol industry is intercepting and, in some ways, helping to create globally. Rosé, as noted by the English analysts of Iwsr, is confirming it as a key trend of 2018. It will be throughout the year, supported by ad hoc campaigns on social networks and by users who are sensitive to this particular colour.
Rosé wine market
In the wine world, for example, Iwsr-Vinespo forecasts say that, after the strong growth between 2011 and 2016 (126 million liters), the rosé wine market will increase by an additional 135 million liters between 2016 and 2021, exceeding the share of 2.2 billion total liters sold. United States, France, South Africa, Denmark and Australia are the markets with the most interesting numbers. The pink craze is not on wine alone. Trends say that rosé cider is one of the most popular drinks of the moment, thanks to the launch of some products by important players in the sector such as Crispin and Angry Orchard, which are market leaders.
Overall, the cider industry estimates a sales growth between 2016 and 2021 of over one hundred million litres. Even rosé gin is fully part of this trend, with the industry that is focusing on shades of color and more floral and fruity aromas. Even a giant like Pernod-Ricard is working to intercept the pink banwagon, regardless of the male/female dichotomy.