As reported by The Telegraph, according to a recent survey, nine out of ten French wine drinkers now enjoy the occasional glass of rose.

For the first time in history, nearly a third of the wine produced in France last year was rose with white wine only accounting for 17% of total production in the country.

The rise in popularity of rose in France is being put down to a thirst for the style from open minded younger consumers who don't have the same hang-ups about pink wine as their predecessors, along with a rise in quality of French rose across the board due to stricter selection and improved winemaking techniques.

"It's not that rose is succeeding as never before, it's society that's changing,"Provence winemaker Olivier Nasles told The Telegraph.

"People under 50 want instant pleasure. To appreciate rose you don't need to know a lot about appellations or which years are best. It's much more accessible,"he added.

Francois Millo, head of the Provence Wine Council, believes the strides the region is making in technical developments is leading to roses of increased complexity "with notes of citrus, tropical fruit and berries"that hold consumers'interest.

The Telegraph reports that, enticed by the burgeoning market, French winemakers are upping their rose production in order to ride the wave of the trend.

Rose production is on the rise in Bordeaux, with Chateau Brown in Pessac-Leognan releasing its inaugural 2012 rose onto the market last year.

Speaking to the drinks business at the time of the release, Jean Christophe Mau of Chateau Brown said he believes Bordeaux has the ability to produce high-end roses to rival those made in Provence.

"I think rose can be a serious wine and Bordeaux can make serious rose. We need to change people's perceptions and prove that Bordeaux has the capability to produce elegant roses,"he said.

Back in Provence, Hollywood A-listers Brad Pitt and Angelina Jolie have enjoyed considerable success with their Miraval rose with the first 6,000 bottles of their inaugural 2012 vintage being snapped up within five hours of going on sale.

Earlier this month, Herefordshire-based Chase distillery released its first Provencal rose onto the market -Williams Chase Rose 2013-a blend of Grenache, Syrah and Rousanne.