Rosé has moved beyond its status as quintessential poolside sipper to full-on cultural icon.
Case in point: Social media is filled with hashtags and accounts associated with ubiquitous phrases like “yes way rosé,” “when there’s a will, there’s a rosé” and “rosé all day.” These terms are emblazoned across all kinds of gear, from t-shirts, caps and clutches to posters, bridal shower invitations and wine labels. At the same time, rosé has become a popular cocktail base, spawning a flurry of mixed drinks including fruit-flecked sangria, slushy frosé and rosé lemonade.
Yes, these vibrantly-hued beverages and bottles may make the perfect Instagram accessory. But, when mixed with other ingredients or guzzled like Gatorade? It’s safe to say that rosé’s often subtle and sophisticated aromas and flavors can be lost.
However, producers are increasingly attempting to shift the conversation—or at least add to it—by promoting serious, intentional interpretations of the summer staple.
“While the memes and taglines are amusing, they overlook the rich history and quality of this growing wine category,” says Francois Matton, CEO of Château Minuty.
Photography by @lephotographedudimanche for Chateau Minuty
Across Southern France, wineries have been upping the ante with higher production standards. For example, Château Gassier’s €70-a-bottle ELEVAE—a blend of Grenache, Syrah and Rolle (i.e. Vermentino)—spends two years in Austrian oak and boasts an aging potential of a decade. Château d’Esclans’ $139 Garrus uses Grenache sourced from century-old vines, entirely fermented and aged in new large French oak barrels.
Meanwhile, Gerard Bertrand’s Clos du Temple is grown via biodynamic principles, including the use of horses and mules in the vineyards. Grapes are hand-harvested and juice is matured in new barrels for six months on the lees. It costs a staggering $195 a bottle—more than 20 times the price of your average Trader Joe’s bottle.
But this growing movement of thoughtfully crafted rosés is happening far beyond the borders of France. Many of these wines are ripe for aging and offered at far more budget-conscious price points than their Mediterranean counterparts.
