There is something about this time of year – the evenings are lighter, the trees are full of colourful leaves, sitting outside beyond 6pm is actually a viable option, and you might have even had a barbeque or two. But the main thing about this time of year is that you can guarantee your fridge is absolutely bursting with rosé.
Sipping a perfectly chilled glass of rosé (hopefully outdoors with good company) is synonymous with the beginning of summer. But where did the association between sunshine and a glass of pink wine come from? And why has rosé’s popularity soared in the last couple of decades?
There was a time not that long ago when people wouldn’t go near rosé with a barge pole, let alone a wine glass, and the mere mention of white zinfandel sent shivers down one’s spine. These days you can barely step out of the house before somebody has ordered a glass of it.
Helped by a shift in consumer tastes towards light, fresh, and approachable wines, it is the Provencal-style rosés that have seen the biggest increase in popularity, with many consumers unfortunately still of the belief that dark equals sweet. In sunny Mediterranean regions like Provence, there is an almost cultural connection between rosé wine and the summer months. So it’s no surprise consumers come home and desire a glass of something that transports them back to their holidays. Most producers also release their rosé in late spring or early summer, just in time for “rosé season”, as they say, cementing that connection between rosé and warm weather.
The rise of social media, marketing campaigns, and an influx of celebrity wines has also played a part in lifting rosé’s profile from something you wouldn’t subject any barbeque guest to, to something you shouldn’t even consider hosting a barbeque without. This rise in popularity has resulted in more competition between brands – often leaving us spoilt for choice – but has also driven winemakers to strive for better quality.
Of course nobody is saying that all rosé was bad, and then it was all good because of a few marketing campaigns. There is no denying that top quality rosé has always been out there, but only in the past few decades has so much of it been available to us. And with such a broad spectrum, from pale pink and refreshing to deep salmon and structured, with most pairing brilliantly with food – what’s not to love?
Rosé has firmly cemented itself as the wine for sunny days, and that’s not set to change anytime soon. So, grab yourself a magnum of our best-selling rosé, slather on the factor 50, and get into the sunshine. The time of year has come.
Need to stock up in time for summer?
Browse our full range of rosé. We have everything from everyday to fine wines, in various sizes too! Perfect for entertaining guests in the garden.
