Say goodbye to craft beer – and hello to Brosé for the boys. Rosé wine is no longer a “ladies” drink and is making its way into the hearts of men all over the country. This summer, men will be exchanging their pints for the light and fruity glass of rosé – “a pint for the gentleman”.
Thomas Pastuszak, wine director of the NoMad Hotel in Manhattan New York says it best, “I like to say that real men drink pink. There used to be this perception that rosé was a girly drink, but that’s just not true.” We see the brosé movement much like one that inaugurates a free world of beverage consumption void of any gender biases.
Pastuszak also explains that he spots men in their 20s and 30s consuming rosé on quite a regular basis. It’s not rare for groups of men to be ordering it for the table, while in the past, a guy would perhaps only order a glass of rosé while on a date. The woman would order a glass and he’ll pitch in saying, ‘I’ll have rosé too.’
The same trend is also being noticed over in Brooklyn New York. Rustun Nichols, bar director of Wythe Hotel. “You go to a table where people are sitting outside and they’re like, ‘I’ll take a magnum of Bedell,’ and maybe it’s seven dudes and you’re a little surprised. You thought you were going to be talking to them about scotch, but they want some Provence rosé, and that’s totally cool.” We couldn’t agree more!
Rosé hails from the Provence region of France and is believed to be one of the oldest styles of wine in the world. Traditionally, rosé is dry and crisp, but in North America, the pink wine hasn’t always had the greatest reputation among men. “Historically, there was a perception in American culture that rosé was a sweet, low-alcohol wine associated with the White Zinfandel coming out of California,” Pastuszak says. By the 1970s, rosé was seen by serious wine drinkers as an object of gendered disdain. However, the conversation around rosé is beginning to change as more complex rosés are coming out of the barrel. The once passé and largely feminized drink is now being enjoyed by wine enthusiasts everywhere, regardless of their gender.
Nichols describes the stereotypical male rosé drinker as a guy in his mid-thirties who “was probably in a hard-core band that I loved and is now in some electro-clash band . . . and [has] two kids and collects records.” He also explains how he thinks a lot of the stigma around drinking rosé is gone, and not just for rosé but for all kinds of beverages across the board.
James Gold is 25 and works in fine-art logistics. He shamelessly admits to drinking rosé on the regular with his two male roommates– but it hasn’t always been this way. He’s noticed that the popularity of rosé has risen in the past 2 years. Before that, people would drink it but it was often seen as the butt of jokes. He says, “I wouldn’t really consider picking up a bottle at the store. I would definitely not feel self-conscious ordering it or drinking it now.” You go, James Gold, you go!
Regardless of the stigma, the facts are that more and more people are drinking rosé and men are without a doubt part of the reason why. A Nielsen report from 2015 found that retail sales of premium imported rosé in the US, meaning bottles priced at $12 or more, increased by 41% in volume and 53% in the value in 2014.
Paul Mabray, CEO of WinTank, the largest software company in the world for wineries, says “we’ve definitely seen an increase in conversations about rosé—it’s in a growth phase”. Why? He credits the release of Chateau Miraval, Brad Pitt and Angelina Jolie’s rosé in 2012 as the breakthrough for the culture that now surrounds brosé.
This is great news for the millennial generation who are notorious for their indecisiveness as rosé offers the best of both worlds. Actor Sam Daly says, “it combines the light, crisp, and refreshing nature of white wine with the bold, daring complexity of red wine.”With this said, what will you be sipping on this weekend? May we suggest some of our winter wine favourties? Cheers!