Sensory & indulgence

La vie en rosé

The rose is b(l)ooming. Celebrities and millennials set the pace through social media buzz like the frozen cocktail frozé and the brosé movement - crowning rosé as the summer drink of choice for everyone. The result: rosé sales doubled last summer.

People associate rosé with summer days and celebrations in the sunshine. They also love exploring the variety of styles the wine has to offer. The knowledge of wine and the popularity of rosé are even motivating consumers to trade up. 

Even men start trading their beers for the pink delight. It not only gives them a sense of maturity and sophistication, but also a sense of appeal to their female friends. The introduction of dry rosé helps boost this trend and supports the prediction that rosé is here to stay.