n a pre-Instagram era, most rosé labels were romantic and soft, typical of the pink wines from France. "The Old World guy is going to tell you that his grandfather's grandfather's grandfather's grandfather's grandfather started the château or the winery, and the label is going to reflect that," says Chang. But in the past five years, another camp of graphic wine labels -- free of hard-to-read script lettering and intricate illustrations of flowers -- has emerged, often made by Instagram stars themselves. In addition to Summer Water, there is White Girl Rosé
, helmed by controversial social media terror Josh Ostrovsky, aka "The Fat Jew.” He managed to sell nearly 30,000 cases in 2016 alone. Cappiello says he sold through 1,800 cases of his Forty Ounce Rosé (21,600 bottles of wine) in mere weeks with people asking for it from all over the country. Each label's design is intentionally typographically forward, meant to be minimalist and striking.