A new study conducted by The Ivy Collection has revealed shifting drinking habits among young men in the UK, with rosé wine increasingly competing with beer as a preferred choice.
The survey of 1,000 men and 1,000 women found that 42% of men under 35 would rather order a glass of rosé over a pint of beer or another beverage—if social pressure and fear of judgment were removed.
Breaking Stereotypes: Rosé Beyond Gender
The research highlights persistent gender stereotypes in wine consumption. Only 4% of respondents said they associate a glass of rosé with a man, while 57% linked it to women. At the same time, nearly one in three men admitted they would choose rosé if not for social stigma, and this rises significantly to 42% among younger men.
According to Claudio Sammartino, wine educator for The Ivy Collection, these findings demonstrate how rosé is becoming a legitimate alternative to beer among men. He notes that contemporary rosés have the “quality and complexity of the world’s finest wines,” describing them as elegant and precise.
"Join the Brosé": A Campaign to Normalize Rosé for Men
The Ivy Collection is addressing these stereotypes directly with the launch of its “A Touch of Rosé” menu, featuring premium rosé wines like Whispering Angel and Veuve Clicquot Rosé Champagne, alongside rosé-based cocktails. The accompanying “Join the Brosé” campaign seeks to normalize rosé consumption among men and encourage them to enjoy it openly.
Celebrity Influence and Market Dynamics
Rosé’s popularity is not just a mainstream trend—it has strong backing from celebrities and high-profile consumers. International artists such as Drake, Travis Scott, and French Montana have name-dropped Whispering Angel in their songs, helping push rosé into luxury circles.
This summer, Château Sainte Marguerite, owned by Pernod Ricard, made headlines with a temporary residency in Monaco, where magnums of its rosé sold out rapidly. Pernod Ricard’s strategic move to retain only Sainte Marguerite in its still wine portfolio (alongside its prestigious Mumm and Perrier-Jouët champagnes) underscores the growing importance of rosé in the global wine market.
Olivier Fayard, owner of Sainte Marguerite, points out that Monaco’s ultra-luxury setting naturally boosts rosé’s appeal, with real estate prices reaching €170,000 per square meter for properties with sea views.
British Icons and Rosé’s Prestige Appeal
Rosé has also won admirers among British celebrities. Jeremy Clarkson, the well-known TV presenter, is an outspoken fan of Château Léoube, insisting on its presence in the Top Gear green room and at his Oxfordshire pub, The Farmers Dog. Such endorsements reinforce rosé’s image as both aspirational and versatile.
Provence and Emerging Regions
While Provence remains the global benchmark for premium rosé, new contenders are emerging. The Maremma region in Italy is gaining attention as a potential future hub. Lamberto Frescobaldi, a prominent Italian producer, and Alexandra Hale, head of marketing and communications at Armit Wines, highlight Maremma’s strengths: excellent tourism infrastructure, accessibility from multiple airports, a welcoming climate, and strong local gastronomy. With eleven rosés already marketed by Armit Wines from this region, Maremma is positioning itself as a serious challenger in the premium rosé market.
A Changing Landscape
The study and the broader market context suggest that rosé is undergoing a transformation in perception. Once pigeonholed as a feminine or seasonal drink, rosé is now emerging as a mainstream, high-quality, and gender-neutral option embraced by both young consumers and luxury buyers.
With shifting cultural norms, high-profile endorsements, and the strategic focus of global wine companies, rosé is well on its way to becoming a staple in men’s glasses as much as women’s—from London pubs to Monaco beach clubs.
Source: Vinetur