Rosé makes up just 3% of Hong Kong’s wine imports, but leading producers, from Maison Saint Aix to Moët Hennessy, tell Rebecca Lo why it might be set to soar in the region, as changing consumer habits, food-pairing culture and new formats help push pink beyond its traditional image.
Record-shattering heat waves across Europe and the US finally reached Hong Kong on 9 August as the city baked at 36.9°C, its highest temperature ever. The silver lining is that sun seekers can chill out with a wide array of rosé wines in hand, with producers and distributors increasingly identifying pink as an underdeveloped opportunity in the region.
In traditional wine-consuming countries, rosé has long been part of summer. In Asia, red wine’s strong association with gifting and formal dining occasions gave rise to its popularity. Its current Hong Kong import value is 73% of all wines according to the government data while whites and sparkling including Champagne stand at 14% and 8%, respectively.
Despite the rosé niche standing at 3%, Maison Saint Aix’s global marketing director Victor Verhoef felt that its late adoption has not been due to lack of interest. Instead, it’s about consumer education and evolving drinking habits.
“Hong Kong has played an important role in accelerating rosé’s evolution,” Verhoef noted. “As one of Asia’s most cosmopolitan cities with a diverse mix of local consumers and expatriates, it has always been quick to embrace global food and beverage trends. The city’s vibrant restaurant scene, terrace culture and appreciation for premium lifestyle experiences create a natural environment for Provençal rosé.”
Shifting preconceptions
Long plagued by its perception as a girly drink, the repositioning of rosé became a creative opportunity for savvy packaging and marketing endeavours. Australian Vintage’s Poco Vino has been a hit in Hong Kong since it was officially launched via a wrapped tram campaign that showcased its contemporary look and individual portions.
“Poco Vino Rosé targets modern wine consumers who want quality wine in a format that fits their lifestyle – easy to enjoy, easy to take anywhere and without the barriers that have traditionally made wine feel intimidating,” explained Kate Williams, head of Asia for Australian Vintage.
“Our branding and marketing celebrate occasions, convenience and quality. By putting the focus on the experience rather than the category’s historical perceptions, we’re helping make wine more inclusive and bringing new consumers into the category.”
Creating ‘authentic moments’
Meanwhile, Moët Hennessy’s Whispering Angel has enlisted a new generation to rosé by shifting the conversation away from gender stereotypes to lifestyle experiences.
“We do not market Whispering Angel as a wine for a particular demographic,” said Devin Pun, Moët Hennessy Diageo’s managing director for Hong Kong & Macau. “Instead, we focus on creating authentic moments where the wine naturally belongs.”
One example of this is the brand’s investment in chef-led food pairing experiences.
“In South Korea, we have partnered with leading chefs including personalities from Culinary Class Wars, to demonstrate how rosé can pair with dishes ranging from contemporary Korean cuisine to globally inspired casual dining concepts,” Pun continued. “Over the past year, we have accelerated this approach across North Asia, focusing on food culture, lifestyle relevance and social occasions as key recruitment platforms for the category.”
Fresh, light and low-alcohol
In Asia, elegant and dry rosés have been the most popular amongst consumers. Fresh, light and aromatic, they lean towards pale colours and Provence-style that complement Asian cuisines such as sushi, Cantonese dim sum and Thai salads. A well-balanced rosé enhances delicate flavours rather than overpower them; its versatility makes it a solid alternative to white wine for food pairings.
Upon tasting Poco Vino Rosé, Patrick Schmitt, MW and the drinks business’ editor-in-chief, commented that it was “a very pale salmon pink rosé with delicate aromatics of candy floss, candied cherry and sweet peach. The palate is light, with a dry finish and firm acidity; the core shows ripe fruit with a hint of strawberry jam.”
With the rise in low and no-alcohol drinks, Maison Saint Aix showcased Beau Viva, a sparkling 0.0% alcohol rosé at Vinexpo Hong Kong earlier this year. “Increasingly, people are moderating their alcohol consumption,” noted Verhoef. “They may enjoy a glass of rosé at dinner and then a non-alcoholic sparkling alternative for wellness, work commitments, driving or simply personal preference. The philosophy behind Beau Viva allows everyone to feel included.”
Make food the priority
To capture rosé’s momentum, both off and on-trade need to be actively involved to assist in replicating restaurant experiences at home or as gifts. For off-trade, Williams felt that Poco Vino was designed with an edge: “Strong merchandising, clear category navigation and occasion-led displays can make a real difference. This is where Poco Vino’s distinctive branding and strong shelf merchandising help the range stand out and make it easy for consumers to discover the product.”
“For the on-trade, food pairing is one of the biggest opportunities,” said Pun. “Restaurants can help consumers discover rosé by integrating it into menus, offering by-the-glass programmes and creating chef-recommended pairings.
“We believe that rosé should be a natural choice for social occasions rather than being viewed as a seasonal wine. Innovative serves can also play a role – Frosé, a frozen rosé slushy made with Whispering Angel, offers a fun and approachable way to experience the category in beach clubs and rooftop bars.
“Rosé has the potential to become part of casual dining and social culture. Whispering Angel can excite a new generation of consumers while broadening perception of what the category can be.”
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