Today’s Wall Street Journal has an interesting take on the surge in popularity of rose Champagne.
Sales of rose Champagne have increased dramatically in the United States, particularly in the non-vintage brut segment of the rose market. WSJ attributes the growth to a long, expensive campaign by Moet-Hennessy to develop cache for the rose style.
The kudos are aimed at Moet’s vision, of course. Ramping up rose production in the non-vintage category was a long-term affair and there was no guarantee there would be a payoff in the end.
Now that success has been achieved, it looked like a no-brainer all along. But it’s clear success required a company with deep pockets and a willingness to stay the course.
As a devotee of good Champagne, with a fondness for rose, I’ll raise a glass of my own to the folks at Moet. Cin-cin!
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