Nearly half of men would rather have a glass of rosé than a pint of beer
A study by restaurant group The Ivy Collection found that 42% of men under 35 would choose rosé over other drink options if they didn’t feel “judged” for it.
The Ivy Collection asked 1,000 men and 1,000 women to picture someone drinking a glass of rosé, with the results showing that only 4% visualised a man, compared to 57% of respondents who pictured a woman.
Tellingly, the research also found that almost one in three men would choose to drink rosé if they didn’t feel they would be judged for doing so. This figure leapt up to 42% among under-35s. The findings led The Ivy to conclude that men were hiding their love for rosé under a bushel, and even drinking it in secret.
“Men are swapping the pint for something pink, crisp and unapologetically elegant – sometimes on the sly,” claims Claudio Sammartino, wine educator for The Ivy Collection.
“Many of today’s rosés have the elegance, precision and complexity you’d expect from the finest wines in the world – proof that rosé isn’t just serious business, it’s serious wine.”
The research coincides with The Ivy Collection launching a new curated menu called A Touch of Rosé, featuring Whispering Angel and Veuve Clicquot Rosé Champagne, alongside rosé-based cocktails, as part of its ‘Join the Brosé’ campaign.
Rosé clout
In its post-rapper era, where Drake, Travis Scott and French Montana all name-dropped Whispering Angel in their lyrics, rosé is beginning to gain clout among a wider net of high-net-worth individuals.
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Pernod Ricard-owned Château Saint Marguerite launched a bar residency in billionaire’s playground Monaco this summer, with magnums of its pink wine selling out at breakneck speed in its Summer Kitchen. It’s also commercially telling that Sainte Marguerite is the only still wine brand that Pernod Ricard decided to keep following its sale to Vinarchy of labels including Jacob’s Creek, Orlando and St Hugo in Australia, Brancott Estate, Stoneleigh and Church Road in New Zealand and Campo Viejo, Ysios, Tarsus and Azpilicueta from Spain, to Vinarchy. Instead, the French group took the decision to fold Sainte Marguerite into its Champagne arm to sit alongside Mumm and Perrier-Jouët.
Speaking of the decision to open the summer residency, Sainte Marguerite owner Olivier Fayard told db that “wine costs more in Monaco, but when you see the price of the property in Monaco, you understand”, before explaining that buying bricks-and-mortar in Monaco in 2025 will set you back about €100,000 per square metre, or €170,000 per square metre if you want “a sea-facing new build.”
One famous face who was ahead of the curve is Jeremy Clarkson, whose love for rosé, particularly Château Léoube, is well-documented. The TV personality apparently demanded that the Top Gear green room be stocked with his favourite rosé, and Leoube also features on the wine list at Clarkson’s pub, The Farmers Dog, in Oxfordshire. According to reports, Clarkson was drinking rosé the night that he allegedly punched Top Gear producer Oisin Tymon after deeming his food not hot enough at the Simonstone Hall hotel in Hawes, North Yorkshire following a day of filming.
Next big rosé hotspot
While Provence has had an iron grip on the premium rosé market for some time, Italian winemaker Lamberto Frescobaldi recently told db he believes that Italy’s Maremma region has the potential to become the next big rosé stronghold.
Alexandra Hale, head of marketing and communications for Armit Wines, which currently stocks 11 wines from the region, agrees that Maremma has the infrastructure to become a world-renown rosé mecca. “Maremma is a desirable coastal destination, offering great accommodation options, easy accessibility from a range of airports, and stunning weather for much of the year, not to mention the outstanding wine and food options,” she says. “It has all the essential attributes of an ideal tourist destination.”
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