I love a glass of rosé! Who doesn’t? In a sea of endless new gins, cocktails and premium ciders, it is clear to see that the trend has gone pink. It is thought this is because they are transcending the gender bias, which lager and beer have always struggled to do.
We are drinking more rosé wine
Rosé wine consumption grew by more than a quarter between 2002 and 2017, and growth has accelerated sharply over the past few years. An improvement in quality and consumer knowledge has played a part, but ultimately it has become fashionable in New York and Los Angeles and has spread from there, with a little help from Instagram. The essential drink of the past three summers, threatening to overtake Aperol Spritz, has been frosé, a frozen rosé wine.
I’ll take a double pink gin and tonic, please?
We all know how well gin is doing, in particular, flavoured gins which have racked up sales of £1.65 million in 2018, almost a nine-fold increase on the previous year. Pink gins make up three-quarters of this growth – wow!
Don’t blush; it’s only cider
Rosé cider, made with either red-fleshed apples or the addition of fruit is currently the most significant cider trend in the US. Of course, we have been enjoying fruity ciders for some time, with the newest Thatcher’s launching a rosé variant this summer.
Does that mean we are ready for a pink beer?
I have lost count of the number of brands who have tried to launch a ‘beer for women’, by designing the packaging or sometimes the beer itself in all manner of shades of pink. Women are patronised, and men are embarrassed. BrewDog attempted to launch ‘Pink IPA’ in 2018. It was concluded that they had a well-intended idea, but they got a fair amount of backlash for it. They were even sued for sexual discrimination, by a man, because he had to identify as a female to get 20% price difference that was put there to highlight the gender pay gap suffered by women.
Are alcoholic drinks gender specific?
Why is pink working in every other drink avenue apart from beer? The whole success of rosé wine and pink gin is because those drinks are de-gendered, most notably in the Millennial and emerging Generation Z groups. Flavoured ciders, rosé wines, pink gin and all the other colours of blush are being enjoyed by mixed groups who are not using drink choices to emphasise their masculinity or feminity. Do we really judge someone on their drink choice? Ultimately, they look great, and they taste great.