The VinePair Podcast: What Could Reinvigorate Rosé?
Sadly, the rosé category isn’t as exciting as it used to be. For decades, brands have been counting on the mystique of Provence and the French Riviera to sell bottles, but over the past few years, wineries from Long Island to the Willamette Valley have jumped on the boom, flooding the market to the point of oversaturation. Although that means there are more rosé substyles than ever before, the drinking public has largely made up its mind about the category as a whole, and curiosity just isn’t there anymore.
But that doesn’t mean rosé is doomed. It just means brands need to be more creative with their marketing efforts. What that looks like remains to be seen. Would pushing a rosé spritz, Sangria, or jalapeño infusion be too kitsch for the category? Maybe, but perhaps that’s what wineries need to do to meet customers where they’re at right now.
With summer around the corner, it’s once again time for Joanna and Zach to talk about rosé: Is the issue that the category needs to be better marketed, or is it more that other drinks have taken some shine away from the one-time summertime juggernaut? Tune in for more.
Joanna is drinking: Guinness “Fonio” Stout
Zach is drinking: Chartreuse “1605” at The Morris
Listen Online
The article The VinePair Podcast: What Could Reinvigorate Rosé? appeared first on VinePair.