The sales numbers are in, and for the first time in more than seven years, BC Rosé wholesale sales appear to have stalled.
After a remarkable multi-year run, rosé sales in 2024 and 2025 have flattened following wildfire-impacted tourism in 2023. The question now isn’t whether rosé had a great run, it clearly did, but rather:
What does Spring and Summer 2026 bring for BC Rosé?
BC Rosé Sales
The chart below is based on BC Liquor Distribution Branch wholesale data. The wholesale channel handles sales to private liquor stores, restaurants, pubs and duty-free stores.
Rosé 2026 Outlook 🌸
Rosé 2026 Outlook 🌸
After seven years of steady growth, BC Rosé sales have flattened. The big question: is this a pause — or a reset?
- Tourism Recovery: A stable wildfire season could quickly restore patio-driven demand.
- Buy Local Momentum: Consumer preference for BC wine may strengthen against imports.
- Inventory Balance: Production discipline will matter in a freshness-driven category.
Spring and Summer 2026 will be telling. If tourism rebounds and confidence improves, BC Rosé could resume its climb. If not, we may be entering a more mature, steady-growth phase for the category.
The pandemic didn’t slow BC Rosé sales. In 2020, sales increased 17% over 2019. In 2021, growth remained strong at 12%, despite extreme heat and wildfire activity that reduced tourist traffic.
Wildfires in 2023 again disrupted tourism. Sales for the first nine months of 2023 were flat compared to 2022, and momentum has not yet fully returned.
Unlike previous boom years, many BC premium Rosé producers still have significant quantities of prior vintages available. Something rarely seen during the category’s expansion phase.
Global Rosé Trends
France remains the global leader in rosé production. Provence represents approximately 40% of French rosé production and about 5% of world rosé output. It is also the only region specializing primarily in rosé, with nearly 90% of its total production dedicated to the style.
In BC, the stylistic trend continues toward drier, Provençal-inspired rosés, lighter in colour, crisp in acidity, and food-friendly.
Food Pairing & Appeal
BC Rosé remains one of the most versatile wine styles:
- Perfect patio wine
- Excellent with seafood and shellfish
- Ideal with charcuterie and salads
- Light enough for summer, structured enough for year-round pairing
There are more than 150 BC wineries producing rosé, offering a tremendous diversity of styles.
The growth surge may have paused, but pink wine is far from finished in British Columbia. 🍷🌸