I found this article about how to grow rosemary that mentions growing the plant in containers vs in the ground, which I have found makes a difference in many plants:
http://stokesfarm.com/how-to-g...
My theory, please note I have not researched this, is that a plant that needs to spread its roots to seek water has differentiated the roots so that the fine roots are genetically programmed to absorb water and nutrients and send them back to the larger roots to be sent up to the top growth. In a container, there is less room for these roots to develop, so there are fewer of them to do the work, thus the need for more water.
Think of a tree. It is not the large branches or trunk that provides food for the tree, but it is the leaves and needles which use photosynthesis to create food to send back to the tree and feed the roots.
As to why a large plant would die off, it could be that it is a short lived plant or it needs a rejuvenation prune. In many plants the older canes/branches become less efficient over time. In a way you could say they have arterial sclerosis. Nutrients and moisture do not move through the older wood as efficiently as it moves through younger wood.
I can't comment on how cold hardy the plant may be, but I can say that it cannot do without light for even one day before it starts to fail. For me, that means, if it snows, I have to go out and shake the snow off of the plant.
Smiles,
Lyn