I’ve lost count of how many times I have cursed a rapper—or in some cases, a “rapper”—for creating such excessive hype around a drink order. The once-beloved Sean “Diddy” Combs is usually a culprit. First, it was Ciroc. “Ciroc & Barack” haunted me for a few years.

A few years ago, he had rosé overflowing at one of his infamous White Parties in The Hamptons. Suddenly, “Yes Way Rosé” t-shirts were haunting social media newsfeeds, and customers swapped out their mimosas for a bottle of rosé. Okay, that’s a leap. Of course, Diddy isn’t the mastermind behind this. I just can’t ignore the fact that he has a constant connection with annoying trends.

There were popular social media accounts starting to generate buzz around the new wine fad in 2013, maybe even earlier. Rosé is, by no means, a new wine to hit the market. In fact, it is actually one of the oldest wine varieties in the market. It was highly overlooked for decades because it was perceived to be low quality. Similar to white zinfandel, it was the wine people were embarrassed to order.

What is the allure?

Is it simply because of the color? Is it appealing because (until recently) it isn’t available on every drink menu? Does one glass per day cure millennials’ RBF plague?

Affordability is key. Demand is the only driving up costs of even a cheap bottle of rosé. Even by the bottle it isn’t going to break the bank.

For a few years, celebrities were often photographed sipping a pink sparkling wine, which most certainly contributed to the growing buzz. Rosé was therefore perceived as a luxury. Somewhat of a status symbol. Ironically, it was one thought of as the poor man’s wine.

The rise of rosé is primarily the result of brilliant marketing efforts by social influencers and wine brands alike. Kudos to them for seeing this trend brewing and capitalizing on it. Investors and self-proclaimed “basics” applaud these business-savvy, in-with-the-in-crowd players. A rosé market was created to nurture this trend, continuing its growth year after year.

Graphic t-shirts and tanks with a silk-screened “Rosé All Day”, and “Slay, Then Rosé”, fly off shelves. It really gives little hope for orange to have its day in the sun.

Brands have been born solely to capitalize on this market before it fizzles out. White Girl Wine, for examples, rose to fame with the launch of “White Girl Rosé”. In reality, though, the founders were social media famous long before the wine label was printed.  Founders Josh Ostrovsky and David Oliver Cohen may be better recognized as the brains behind Instagram favorites @thefatjewish and @babewalker (Twitter: @whitegrlproblem). They already claimed an impressive stake on the social media red carpet.

Rosé aficionados will tell you that their drink of choice is “summer water”. So now that you are greeted with a layer of frost on your windshield, do these fangirls (and boys) go into hibernation? Love knows no season. Best efforts are being made to keep this drink choice on wine menus yearlong. If I had to venture a guess, though, I’m willing to bet that this audience is just as easily pacified with pumpkin spice anything.

About Pam Martin

Pam Martin is a Worcester native. She earned her bachelor’s degree in Communications from Boston University, and works full-time in the wonderful world of marketing and advertising. She can be found behind the bar at Quinn’s Irish Pub or the Compass Tavern, where the customers provide more than just tips and laughs, but also most of the material that fuels “Across the Bar with Pam Martin”.

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