There are certain, unmistakable signs of summer: gardens bloom, pools open, grills come out, and rosé begins appearing in wine glasses across the country. Now some may argue, and I would be one of them, that there’s no wrong time of year to enjoy rosé. In fact, I can often be found sipping a glass of chilled dry pink wine in January, sitting by the fire, watching the snowfall. But for the most part, the wine drinking world heralds the arrival of rosé season with the advent of summer.
For operators, rosés offer a guaranteed revenue boost as the category is one of the most reliable drivers of warm-weather wine sales. From Gen Z to Boomers, consumers can’t get enough of these delectable wines. But this summer, the ultra-popular category is evolving beyond the predictable patio pour. From lighter, lower-alcohol bottlings to alternative varietals and regions, producers are continuing to innovate and refresh rosé strategies to keep the category feeling new and intriguing. Here’s a look at what to expect this summer from the powerhouse pink category.
The Popularity of Pink
There’s no denying the indomitable popularity and, and power, or the rosé category. In fact, just the word “rosé” sells a host of products outside of the wine category from ciders to gins. But what makes it so beloved? Mari Wells Coyle, VP Winemaking with Foley Family Wine & Spirits notes, “The global rosé wine market is valued at $4.04 billion in 2026*, and it seems to resonate with younger LDA generations who appreciate rosé for its social media-pleasant appearance, portability, and sparkling and canned alternatives.” Indeed, rosé, with its vibrant colors and eye-catching packaging, is nothing if not always photo ready.
Longtime restaurateur Josh Childs owns several establishments outside of Boston, including Trina’s Starlite Lounge, The Paddle Inn, Parlor Sports, and Sunset Club. Has seen his share of trends come and go over the years. Speaking to the popularity of rosé he says, “It’s food friendly, affordable, fun. I would also suggest not just for summer – a lot of on-premise spots run rosé year-round.” He adds, “I go back a long time (dating myself here) and the category in the early 90s was non-existent, white zinfandel only. Rosé grew with patio season and warm weather. As soon as guests tried it, the red fruit flavors yet light bodied nature went with so many kinds of cuisines, it was a homerun.” And it’s stayed that way, from coast to coast.
Brendan Quigley, owner of Quigley Fine Wines Tasting Room in San Diego says, “It’s always rosé weather here. We get a lot of requests for it and try to keep at least one on the flights and tasting menu at all times. Our demographic is somewhat older; however, we do get all ages due to the tourist crowd and it seems like all demographics are drinking rosé these days. We seem to sell the classic lighter color/French style rosé in greater volume than any other version.”
Rosé Reset
After years of explosive growth, the pink category saw a bit of a slowdown last year as wine consumption declined globally. That’s not to say it isn’t still incredibly popular, but consumers are certainly ordering more selectively, and the category is entering a more mature phase. Ali Cheevers, MS Walker’s director of sales for Maine and Vermont, observes, “Ten years ago, every producer who could, was making a rosé label and often it was from run off juice, meaning, it was kind of an afterthought, versus the wineries or producers who harvest grapes with the intention of making a rose. I believe this huge influx into the market overwhelmed the consumer and people shied away from the category or went back to their tried and true.” Cheevers adds there has been a righting of the ship and today, “really only the producers who should be making rosé, are making rosé. People are cautiously optimistic.”
Andrew Bender, vice president of Ideal Wine & Spirits, a Massachusetts-based importer and distributor, says, “We’ve noticed a small, but steady, rebound in the rosé market with our sales up mid-single digits in 2025 and strong pre-arrival commitments in 2026. Like the broader market right now, value is the name of the game with wines that over-deliver at the price point outpacing our broader offerings.” Prices have certainly crept up so hidden gems rosés are doubly appealing.
Beyond Provence
By branching out and expanding the rosé menu, there’s an opportunity to introduce discovery to your patrons. Provence is absolutely the epicenter of rosé and has been for centuries. But as its popularity has grown over the past decade plus, both production and pricing have risen resulting in a sort of fatigue. And while Provence still has many gems, adventurous drinkers are expanding their definition of rosé by seeking out bottles from unexpected regions and varietals. Italy, Greece, Portugal and South Africa, among other countries, are stepping up their rose game, with delicious results.
“I saw a huge uptick in Austrian rose last year,” Cheevers comments. “It was affordable and quaffable, right along with the best of them. I also saw more interest in Greek rosé. I feel people are no longer so afraid of the magenta pink wines like they used to be 20 years ago. The generation who was scarred by White Zin is no longer the primary consumer and that stigma is less and less. Gen X and Millennial drinkers aren’t afraid to grab a darked hued rosé because they weren’t actually drinking during the White Zin craze. The days of pale salmon pink are going by the wayside.”
And of course, domestic roses can’t be forgotten. Wells Coyle points out, “California and Oregon also produce some beautiful rosés – especially in Willamette and Sonoma. In our portfolio we have a very approachable $17 classic 2025 Ferrari-Carano Dry Sangiovese Rosé, Sonoma County and 2024 Banshee Rosé, Sonoma County and from Oregon, the 2025 The Four Graces Reserve Rosé of Pinot Noir, Dundee Hills.”
Light & Low
As the “no/low” trend stays strong, rosé has strong appeal with its bright acidity, sessionable style, and lower alcohol content that align with today’s moderation-minded consumers. They’re also ideal for daytime and outdoor occasions…aka “rosé all day”. Wells Coyle comments, “I think rosé is already seen as light and refreshing, so the percent on the label for ABV is less important than other varietals. A good example is our 2023 Acrobat Rosé, Oregon which is 12.5 percent ABV – relatively low compared to a Cabernet at 14-15+ percent.
“I’ll go back to Austria and say my Austrian rosé, Landhaus Mayer, is checking all those boxes,” Cheevers says. “It was a glass pour at Portland, Maine’s number one oyster spot, Eventide, last summer and it absolutely cranked.”
For a southern French option, Ideal’s Bender says, “We’ve worked with the wines from Pierrick Harang, a winemaker and consulting oenologist throughout the Languedoc, for years and his Le Petit Balthazar Rosé made from 100 percent Cinsault clocks in at under 11 percent. It’s a perennial bestseller and popular with the crowed looking for more moderate ABV.” With an SRP of $9-$12, it’s a fantastic QPR. Additionally, Txakoli from northern Spain made as a rosé and rosé Vinho Verde from Portugal are seeing increased interest. Both have light effervescence with lower alcohol.
Pink Drinks with a Twist
Wine cocktails are a growing category and a great one to capitalize on for the warm months with rosé. Wells Coyle, says, “Rosé is a natural fit for refreshing warm weather drinks such as “Frosé” or wine cocktails. According to WineBusiness Analytics, wine-based cocktail sales grew to $1.1 billion in 2025, making them the third-largest category behind table wine and sparkling wine.”
Josh Childs, who spent years mixing drinks behind the bar, is an enthusiastic fan of the trend saying, “I make one I love with muddled cucumber, elderflower liqueur lime juice, rosé and seltzer. Kind of a spritz alternative.” Sounds tasty to us.
This summer, rosé remains one of wine’s most adaptable and dependable categories, but the strongest performers will be the programs that move beyond the predictable. Diversify your selection with more by-the-glass options. Offer flights to encourage experimentation. It’s easy to run the same old same old that you know sells. Step out of your rosé rut and embrace the pink.
Pink Pizzazz: Add Some Pop to Your List with These Dynamic Rosés
- Hiruzta Rose Getariako Txakoli, Basque Country, Spain: A blend of Hondarrabi Beltza and Zuri. Fresh and fizzy with aromas of red fruits. Strawberry and cassis stand out, with a citrus background and vegetal notes.
- Ercole Monferrato DOC, Piedmont, Italy: Barbera and Dolcetto with subtle aromas of red apples, strawberries, and summer herbs with hints of fresh watermelon. On the palate, lean, clean, and fruit-forward.
- Gerard Bertrand Gris Blanc, Pays d’Oc, France: A blend of Grenache Gris and Grenache Noir. Pale, delicate, and dry with a bouquet of red berries. Lovely mineral character with notes of peach and spice Savory finish with a little bright red cherry.
- Kumusha Rosé, Breedekloof, South Africa: 100 percent Cinsault. Bright and savory rosé has aromas of red fruit with cherry and strawberry flavors with a hint of pomegranate. Notes of subtle floral and dry spice.
- Domaine Skouras “Zoe” Rose, Greece: A blend of 70 percent Agiorgitiko/30 percent Moscofilero. Ripe cherries, raspberries, rose petals, full and complex palate.
- Landhaus Mayer, Niederösterreich, Austria: A blend of Zweigelt and Pinot Noir. Subtle strawberry and cassis aromas with a spicy and vibrant finish.
- Le Petit Balthazaar: Bright and refreshing, this 100 percent Cinsault rosé has aromas of blueberry and strawberry with notes of fresh grass, citrus and juicy watermelon. Zesty acidity.
A Pink Primer
Rosés have been around for centuries. In fact, the earliest pink wines date back to the Phoenician era, when people would blend water with red wines although this was primarily a way to kill toxic bacteria in the water. The styles we have come to know and love (NOT diluted with water) developed later, in Marseille, France.
The wine’s signature hue — from pale blush to vibrant pink — comes down to how long grape skins stay in contact with the juice during production. There are two primary methods used worldwide, each with its own stylistic impact.
Direct Press (or intentional rosé) is the most common approach, especially in regions like Provence. Red grapes are gently pressed, and the juice has brief contact with the skins — sometimes just a few hours — before fermentation begins. The result is typically a lighter-colored, fresher style with bright acidity, delicate fruit, and broad consumer appeal. These are the crisp, easy-drinking wines that dominate summer lists. Generally, they are a blend of grapes, the most common being Grenache, Syrah, and Mourvèdre, also known as a GSM blend.
Saignée (“to bleed”) takes a different route. Here, rosé is made as a byproduct of red wine production: early in fermentation, a portion of lightly pink juice is “bled off” from a tank of red grapes. That juice is then fermented separately into rosé. Because of longer skin contact, saignée rosés are often deeper in color with more structure and intensity, making them a natural fit for food-forward programs.
Not All Rosés Are the Same: Just as there are many different shades of pink, so too are there many different styles of rosé from crisp and dry to rich and savory. The majority are blends, often made with a combination of grapes such as Grenache, Syrah, Cinsault, Carignan and Mourvèdre while others are single varietals, usually made from 100% Pinot Noir, Syrah, Sangiovese or Grenache. What you get from a single varietal is all that grape’s distinct personality while a blend tends to offer up just that, a lovely combination of flavors that complement one another.