Rosé all day. Eat, Pray, Rosé. La vie en rosé. Yes way, rosé. No way, rosé. Stop and smell the rosé. Will you accept this rosé? Rosé s'il vous plaît. Slay then rosé.
Rosé has not only become a staple item in our refrigerators, wine cellars, and glasses, but also in our daily vocabulary and our closets (from tote bags to t-shirts, punny rosé themed items are everywhere you look). Rosé is a lifestyle.
This pink wine has become one of the most popular varieties for spring and summer, even earning the nickname "Hamptons Gatorade." But how did rosé become so popular?
One of the main reasons? Millenials. Every generation makes their mark on the industry with a preferred wine. Baby boomers made chardonnay their wine of choice. Generation X brought New Zealand Sauvignon Blanc and Napa Cabernets to the mainstream. Millenials first favored prosecco, then moscato, but have now settled on rosé.
A contributing factor to millennials leaning so heavily toward rosé is the variety available on the market. Gone are the days of rosé being a generic, cheap, sweet drink. American consumers (who consume the second largest quantity of rosé, only after France) are changing their idea of what rosé is. Consumers are learning it's not just a sweet wine and there are drier varieties on the market. There are more options than ever for the consumer to find the right one for their taste.
Rosé has also seen a surge in popularity simply because it is a beautiful drink. With shades ranging from a blush-barely-pink to an almost-red-deep-pink, rosé is a photogenic wine. And hey, we're only human. Pretty is a strong selling point, especially in the age of social media.
It certainly doesn't hurt that celebrity tastemakers are involved in the production and marketing of wine. Instagram personalities and movie stars alike are jumping into the wine production game.
Brad Pitt and Angelina Jolie's estate in Provence, Miraval, works with one of the most esteemed French winemaking families--Famille Perrin-- to produce a popular rosé. With its distinct bottle, certified organic vineyards, and high quality, Miraval rosé has become one to the most in-demand brands on the market.
Rosé is light, clean, and fresh--just what you're looking for in a warm-weather drink. So we say: yes way, rosé. Pop open a bottle and try for yourself.