ForknPlate & Ripe Life Wines Launch THE BROSE EFFECT
Viral Video Highlights the Rise of Rosé in America
NEW YORK, June 15, 2015 /PRNewswire/ -- Mary McAuley, founder of Ripe Life Wines, collaborated with ForknPlate, a leading culinary website, to release THE BROSÉ EFFECT: a viral video that introduces young American men to rosé, as the varietal soars in popularity.
Video - https://www.youtube.com/watch?v=K64qFgcDbWU
(Contains adult language)
The video debunks the hard-quitting taboo that rosé is reserved for the fairer sex. They offered a taste of McAuley's Clambake Limited Edition Rosé (just named one of Town & Country's Top 12 Rosé Brands to Try This Summer) to a diverse group of stereotypical young guys, then gauged their reactions. The result, capturing on tape what she calls the brosé effect.
"The past few summers, I've noticed an increasing amount of men proudly drinking rosé," said McAuley. "But, I know so many (otherwise 'trendy') guys who still haven't realized what women have known for years: rosé is delicious and sophisticated."
Americans' newfound obsession with rosé is driven, in part, by a surge in male consumers (now 45% of the total wine market). In 2013 alone, rosé sales grew by 40%, and then jumped another 25% in 2014. Currently, the United States consumes 12% of the world's supply.
McAuley believes the brosé effect is attributed to the supply side. "Deterrents for male consumers have been the color (pink being the signature color of all things 'girl') and a lack of pink-drinking male role models (unlike older generations in Europe). But worst of all, rosé had a poor reputation—US production was far inferior to that of red or white wine, until recently."
Ultimately, guys are simple. They don't drink anything they don't enjoy and now, American producers are finally making better rosé. "My team in Napa can attest that grape brokers and winemakers alike are paying closer attention to rosé programs—devoting better blocks of grapes to craft a better product," McAuley says. And better rosé on the West Coast means more converts on the East. In 2014, New Yorkers drank a staggering 20% of the country's supply of summer water, and the Hamptons even suffered a "rosé shortage" in August.
McAuley feels that with producers now delivering high-quality options, the demand for rosé won't diminish. Truly, men and women are hoarding the pink drink for the same reason: it's just plain good.
RipeLifeWines.com, @theripelife
ForknPlate.com, @forknplate
PUBLIC, NYC, @publicnyc
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212-431-1470
SOURCE Ripe Life Wines
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