If you’re wondering when the #roséallday phenomenon will run its course and drop off the liquor store shelves, just pour yourself another glass of pink elixir and get comfortable -- because it’s not going anywhere anytime soon and actually, it’s continuing to gain momentum.
Rosé has become so imbedded in society, the trend no longer stops at wine. Now, even non-rosé products are literally trying to become rosé: rosé candy, rosé energy drinks, rosé beer, a rosé-themed mansion, and rosé mustard (okay, too far). It’s even crossed over into the spirits world with rosé-flavored liquor like gin, spiked seltzer, cider, and the newest kid on the block to receive the Millennial stamp of approval: rosé vodka.
Yeah, we could do without the rosé condiments -- but with rosé’s increasingly sought-after aesthetic (it’s too much of an understatement to call it a “fad”), spirit brands jumping on the drink-pink bandwagon comes as no surprise. And in some cases, it can actually be a delicious addition to the party.
The enduring appeal of pink wine
Unless you’ve been hiding under a very large boulder since 2014, then you’re well aware that rosé wine has made a name for itself as the “it” Millennial drink and the official “summer water.” True, rosé wine has been around basically forever -- from the Roman and Greek Empires, to the saccharine white zinfandel your Great Aunt Shirly glugged at tupperware parties in the 1970s (garnering the drink its former low-grade reputation). But in the past few years, rosé got its second wind and came into its own as a drink that’s well-known and well-loved by virtually everyone.
Thanks to improved production methods and affordable options becoming widely available, plus celebrities glamorizing pink wine on social media, rosé became more than just the fastest growing wine category -- it became a way of life. “The allure of what rosé represents -- the European coast, summer, and sunshine -- coupled with it being easy to drink, has led to brilliant marketing campaigns, smart packaging, and this attainable ‘rosé lifestyle’ being sold to consumers,” says Matt Landes, founder of Cocktail Academy.
Rosé has the power to make us regular folks sipping wine by an inflatable pool in the ’burbs feel like we’re living the dream on a swan float in Southampton. With such industry success, of course other brands are jumping on board. “Larger companies are seeking to capitalize on rosé’s existing fandom and apply the ‘rosé all day’ mentality to nighttime,” says Landes.
Enter the perfect crossover that may sound gimmicky, but appeals to industry pros, Millennials, wine drinkers, and cocktail shakers alike: rosé vodka.