‘Rosé all day’ wine brand launched
Hoping to cash in on the recent meteoric rise of rosé, New York importer Biagio Cru Wines & Spirits has launched a new pink wine brand called ‘Rosé all day’.
Hailing from the Pays d’Oc IGP in the Languedoc-Roussillon, the wine will be sold by Biagio across the US on-trade and off-trade with an RRP of $12.99 a bottle.
Described by Biagio as “light and refreshing and is perfect for all occasions”, ‘Rosé all day’ is also available in cans, priced at $14.99 for a four-pack.
“We’re essentially attaching ourselves to a movement,” Biagio’s Darren Restivo said, adding, “The tag ‘Rosé all day’ has quickly become a global phenomenon”.
So far Biagio has produced 25,000 cases of the Pays d’Oc pink, which it hopes to sell out of this year.
The packaging is understated, featuring the wine name scrawled in pink on a white background.
The #RoseAllDay hashtag has 113,255 posts and counting on Instagram and has fast become a global catchphrase that encapsulates a carefree, eternally sunny lifestyle people aspire to.
‘Rosé all day’ isn’t the first hashtag-themed rose product. Founders of the ‘Yes Way Rosé’ Instagram account, New Yorkers Erica Blumenthal and Nikki Huganir, launched their own rosé brand called Summer Water in 2015 in collaboration with LA-based direct to consumer wine club Winc, which creates and distributes wine brands.
Hailing from California’s Central Coast, according to its founders, the Grenache/Syrah blend is “dry, light and perfectly crisp, with notes of strawberry, pink grapefruit and white peach”, and costs $15 a bottle.
The wine comes in the standard 75cl format and magnums, alongside Summer Water merchandise like pale pink baseball caps, totes, t-shirts and beanie hats.
“Rosé is a symbol for so much more than wine. To us it represents love, togetherness and positivity.
“Our goal is to spread the beauty and happiness that it inspires,” Blumenthal and Huganir say on their website.
The brand has expanded its production from 3,000 to 300,000 bottles in just two years.
Rosé is rarely out of the headlines at the moment. Last summer, sales of rosé in the UK doubled due to the rise of the frozen rosé cocktail known as ‘frosé’, and the brosé phenomenon of rosé-loving men.
The frosé trend began in New York and sent rosé sales soaring. To make it, rosé is frozen for seven hours with lemon juice and sugar then blended into a boozy, rose-hued Slush Puppie and garnished with mint.
In 2015 we reported on the “brosé” phenomenon, with rosé proving particularly popular with male consumers in the US, Brazil, Russia and Australia.
Just last month, wine writer Katherine Cole released a tome on pink wine called Rosé All Day, which touts itself as “an essential guide to your new favourite wine”.
The book charts the history of rosé through the ages from King Louis XII to Brad Pitt and Angelina Jolie’s popular Provençal pink Miraval. Organised by region, each chapter explores the rosé offerings around the world, from France, Italy and Spain to Corsica, Morocco and the US.