In the pink.... the 'other' wine makes a show.

In the pink...rosé tastes a £1bn boom as the alcopop generation takes to its sweet taste

By PAUL BENTLEY
Last updated at 12:39 AM on 27th November 2010

1970s classic: Bulbous bottles of Mateus are long forgotten as rosé sales hit a record high

For years it has been a deeply unfashionable drink, associated with the bulbous bottles of Mateus popular in the 1970s and 80s. 

But rosé wine is making a dramatic comeback as the alcopop generation takes to its sweet taste, and better imported varieties win over traditional drinkers. 

Rosé sales saw a huge increase over the past year, hitting the £1billion mark for the first time, research revealed yesterday.

At the same time, red and white wine sales have fallen significantly after the recession. 

Record quantities of rosé are also being bought in colder months, dispelling the myth that it is purely a summer tipple. 

Market researchers Mintel found that rosé now accounts for 12 per cent of the UK wine market, up 5 per cent last year alone. 

Analyst Jonny Forsyth said that younger drinkers are increasingly attracted to rosé wines because they have a high sugar content. 

He said: ‘This is attracting a younger demographic who, due to having a less developed palate when it comes to alcohol, are normally put off wine.

‘However, they find this sweet-tasting rosé an appealing alternative to other sweet-tasting drinks, notably alcopops.’ 

He said older drinkers are also being won over as better varieties of rosé reach the UK. 

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Comeback: Rosé now accounts for 12 per cent of the UK wine market

Read more: http://www.dailymail.co.uk/news/article-1333560/In-pink--ros-tastes-1bn-boom-alcopop-generation-takes-sweet-taste.html#ixzz16VYN9w53