Millennial Pink and the Rise of Rosé

I recently entered the Veritas Young Wine Writers competition last year. Unfortunately, my entry was unsuccessful. However, I thought I’d share one of the two pieces I wrote for the competition with you. I have recently enrolled at UNISA to study a BA in Creative Writing to improve my craft as well as my chances of getting hired more frequently for freelance work in the industry. Please have a read, and let me know what you think in the comments.

Instagram is to Rosé what the Fairy Godmother was to Cinderella.

We live in a world of sensory overload. Everything is a meme, a moment, a tiktok, a story. But all it took was a simple hashtag and just one influencer to get something trending and relevant. That’s the story of how rosé magically transformed from ugly step-sister into rose gold queen. 


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Before 2017 rosé wine was a typically frowned-upon form of libation and seen as cheap and low quality. This all changed with millennials making the pink wine trend, specifically on social media. 

Somehow pale pink rosé became an overnight sensation gaining traction as an ‘Instagrammable’ wine some may say a visually appealing prop for Instagram posts in the blazing summer heat. 

Hashtags such as #rosé and #roseallday trended and suddenly became fashionable with many an establishment having to order their fair share of rosé far in advance for summer and in bulk to please many a millennial horde. It’s no surprise really that my fellow millennials took a serious liking to this now sophisticated pink wine with the generation making the hue culturally acceptable for all to wear and passively behold. 

Annually, every second Saturday of June sees a full day dedicated to the celebration of rosé wine. The past five years we’ve seen a myriad social media posts using the blush pale pink wine to celebrate summer at their favourite wineries or quite simply at home with a homemade refreshingly cool ‘frosé’. Rosé put simply signifies the advent of long, hot balmy days. 

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So here’s what we can expect to see in 2020 and beyond: 

  • Yes way, rosé: As summer gets underway in the southern hemisphere, we start to see the apoplectic joy of hosting ‘Pinknics’.  Where rosé simply calls for al fresco dining with your nearest and dearest in a divine setting.
  • Yes we ‘can’: at the end of 2019 wine in cans are already set to become the next big thing in the wine industry and amongst the younger crowd that look to convenience. 
  • Yes to CBD: Like everything else, rosé will possibly get a modern cannabis-infused spin soon enough. 
  • Yes to lower alcohol and fewer calories: We’re all a little more health-conscious these days, instead of cutting out alcohol completely, going for something lighter is a great option for most. 

Cheers to 2020! x

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