Rosé wine sales are defying broader category weakness, with the tipple transitioning from a summer sip to a year-round staple, according to new figures published by the Wine & Spirit Trade Association.
Amid declining still wine sales, value sales of rosé wine are up by 5%, on volumes up 3% year on year [NIQ 52 w/e 27 December 2025]. In 2025, the equivalent of 129 million 75cl bottles of rosé were sold in the UK off-trade, compared with 125 million bottles the previous year and around 122 million bottles in 2023.
Meanwhile, year-on-year sales increases over the 12 weeks to the end of December matched those seen in the peak of summer, when rosé wine sales are traditionally at their highest.
The appealing pink hue and dry taste profile of rosé wine were contributing to its year-round popularity, experts said.
“It’s no secret that rosé has become an all year round tipple and not just when the sun’s out,” said Poppy De-Courcy-Wheeler, rosé buyer at Waitrose. “Whether our customers are looking for something light and dry for enjoying with friends, or something a bit more substantial to pair with food, there’s an option for all occasions.”
Beth Birrell, wine buyer for rosé at M&S Food, added: “Here at M&S, we’ve always been big believers in rosé not just being for summer, and we are currently seeing good growth for our pink wines all year round.”
M&S’ rosé sales at Christmas were nearly double those seen in the hottest week of July, Birrell said, adding the uplift was “driven predominantly by sparkling rosé”.
“This just goes to show how rosé has become a go-to choice for all manner of festive celebrations,” she added.
In contrast to improved sales of rosé, white and red wine sales continue to fall, with red wine volumes 6% lower than they were a year ago [NIQ]. White wine volumes, meanwhile, slid by 4%.
Rosé was “a much-needed ray of sunshine for wine producers and retailers”, amid challenging market conditions, said WSTA boss Miles Beale.
“Seeing a rise in rosé sales will give the wine sector a much-needed lift, as beleaguered businesses continue to battle with unnecessary burdens of red tape and taxes,” he added.
No comments yet