Rose wine
From nus product to the ravenue generator
Thank you Mykonos
From nus product to the revenue generator. Thank you Mykonos
The Wine Industry's Millennium Transformation (2000-2020)
In the first twenty years of the long-awaited new millennium, the world wine industry went through, for this relatively short period, a lot of ups and downs, alternately speeding up and slowing down the world phenomenon of wine. A non-conventional approach, in viticulture and processing, orange wines, old-forgotten grape varieties, oak vessels are used more and more shyly, and finally - climate change as the finale of a new era that will be, by all accounts, the main topic. Most wine categories recorded a decline, except for the so-called premium and super premium segments, sparkling wines and rose wines. This last category highlighted the candidacy for the winemaker's favorite product, let's find out why.
Historical Evolution: The Birth of Rosé
In the 18th and 19th centuries, the available equipment, the lack of more efficient techniques for extracting colored substances from black grapes, resulted in red wines that had the colors of the traditional "Ružica". As thanks to equipment and knowledge, red wines became darker even than varieties that are not rich in coloring matter like Pinot Noir, rose wines remained relatively dark pink, symbolizing everyday Bistro (tavern wines) wines that are easy to drink, understood by the widest audience with the possible addition of water, especially in the summer months.
The Mediterranean Revolution
During the period of the wine revolution in the second half of the 20th century, rose wines became a symbol of coastal wine regions, specifically located near fashionable tourist spots on the Mediterranean and slowly became a symbol of summer, relaxation and rest. The majority of rosé wines in most producing countries, especially in our region, have long been a by-product of red wines. What would be no potential for red wines or something that went "wrong" would be turned into cheap rosé wines and left to the market. In the last ten years, things have started to shift tectonically. Rose has become prestigious, wine buckets, advertisements, banners, fashion details, attractive beach parties have launched some of the producers, mostly from Provence, into the wine orbit, albeit also a price one.
The Modern Rosé Phenomenon
The incredible popularity of these wines made them paler and paler, but also more and more expensive, with the race of producers and distributors for the summer space in a category that grew at the speed of a comet, while completely relegating to the margins serious, traditional, gastronomic rosé wines like French Tavel, some Spanish and Italian wines, and even traditional Serbian Ružica.
Technical Production and Market Reality
The vast majority of these rosés are very light, almost watery wines, very pale pink in color, low alcohol, light to medium minus body, medium to medium plus acidity, without complexity, length and any overall wine experience, but the prices of such wines are an experience. The grape varieties for these wines are usually Grenache, Cinsault, Sangiovese, Mourvedre, Pinot Noir. The positions of the vineyards are most often in the colder zones of the region with a Mediterranean climate, with very high yields, large berries, harvested mostly before technological and phenolic maturity while maintaining the required acid levels.
Modern Production Methods
The producing process is very precise, protective, literally computerized with fermentation at cold temperatures in order to maintain freshness, and selected yeasts support reliable fermentation and give the wine some kind of, often modest aromatic profile with a minimum, most often without aging, the wine is very quickly ready for beaches and swimming pools. In short, a very fast and relatively cheap procedure for obtaining such wines from cheap raw materials.
The Marketing Triumph vs. Wine Quality
From the point of view of wine quality, the guest really does not get much wine quality in the glass in an atmosphere that is summery and casual for wines that are very often in the serious price category of white and red wines, the quality of which the consumer is often more critical of. In the time of changing trends and enormous efforts that winegrowers and winemakers invest in the production of grapes and wine of the highest quality, the generator of growth and profits has become - Rose! The strength, power and influence of marketing, social networks and memories with which we often forget value for money analytics.
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