Before the pandemic, rosé was abundant. We had the Rosé Cruise, the Rosé Mansion, Pinknic. Pink wine was a lifestyle. But now, with so many brands retailing at vastly different price points flooding the market, the beloved wine has become a little… basic.
There was a time when rosé was synonymous with summertime. It was the drink of choice for yacht outings, patio hangs, and picnic in the park. However, as we’ve moved into the era of the spritz, rosé’s relevance seems to be waning. Perhaps it became too much about the lifestyle rather than the wine itself. Plus, since the market exploded so fast and furiously, Provence never had enough time to distinguish itself as the homeland of luxury rosé. There’s no doubt that the wine category is still massively popular, but its chance at capturing a Champagne-level cachet doesn’t seem as likely as it used to.
On this episode of the “VinePair Podcast,” Adam, Joanna, and Zach ponder the future of rosé as a cultural phenomenon. Did the Aperol Spritz officially take its place as the undisputed drink of summer? And what will it take for rosé to reestablish the relevance it had pre-Covid? Tune in for more.
Zach is drinking: Piña Colada at Rumba
Joanna is drinking: Weller Millennium
Adam is drinking: Division Winemaking Company Pinot Noir “Un” 2022
