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.
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