It started as an experiment in 2008.
Erik Miller, the owner and winemaker of Kokomo Winery in Healdsburg, was weighing what to do with a small crop of grenache grapes from its Pauline Vineyard in the Dry Creek Valley.
Why not, Miller thought, pick it early and just make a rosé? What did he have to lose?
That first vintage had a very light-pink hue, reminding consumers of the dry signature style of Provence instead of the homogenized sugary versions that were all too commonplace on the U.S. supermarket shelves in the 1970s.
“We had such a response to it,” Miller said. “We had a very light color. ... the color itself let people know we were very serious.”
Almost a decade later, about 9 percent of Kokomo’s production is now devoted to rosé, and the winery even has a separate wine club devoted to the style. What Kokomo experienced has now proved true across the entire U.S. wine marketplace: Rosé is on the rise.
The style had the strongest growth of any category in the entire American wine sector from 2016 to 2017, according to The Nielsen Co., an information service provider. Over the past 52 weeks, rosé sales are up 64 percent in retail outlets and now represent almost 3 percent of the wine market.
“Its growth is just way out in front of everybody else,” said Danny Brager, Nielsen’s senior vice president of beverage alcohol, during the Unified Wine & Grape Symposium in January. “It’s really the current big thing. I think it could be for a couple more years.”
Rosé is a style of winemaking, not reliant on specific varietal of red grape. The winemaker allows the skin and juice to soak together for a couple of days — a process called maceration — to obtain the pink color. The skins then are discarded, and the juice is fermented. All major wine countries produce the style, though France still remains the dominant player in the U.S. with 51 percent of the overall sales dollars in 2017, according to Nielsen.
The wine is primarily consumed during the summer, given it’s typically served chilled and comes in at a lower alcohol level than other red wines.
It also can be made as a sparkling wine. In 2017, sparkling rosé had its highest sales of the year during in the week of Fourth of July, Nielsen reported.
Rosé had its heyday beginning in the 1970s under the white zinfandel craze spearheaded by Sutter Home Winery in St. Helena. A stuck fermentation allowed a sweeter wine with hints of strawberry and melon.
The brand was the country’s most popular premium wine in the 1980s before losing its luster among consumers.
Not surprisingly, the industry initially feared the recent sales spike could be more cyclical than long term. The consternation was fueled by stories over the craze for the frozen slushee version, frosé, which conjured up images of college happy-hour specials rather than more sedate wine-and-food pairing that could serve as an entry point into other styles and varietals.
But such fears have proved unfounded, vintners said.
Since 2016, the selection of rosé has increased from 30 to 100 bottles at Bottle Barn, said Barry Herbst, wine buyer for the Santa Rosa store.