When Did Rosé Become a Thing?

BY Crushed
October 28, 2015

October 28, 2015 When Did Rosé Become a Thing?

BY Crushed

One night earlier this summer, a group of six women filed into a corner booth at Mamo, a Manhattan transplant of the very popular restaurant Mamo Le Michelangelo in the French Riviera. But before they sat down, the queen bee with crown crafted by Drybar, whose vibrant turquoise handbag matched her cocktail dress, asked the host, “And is this where Beyoncé sat?” It was!

The group tittered as they took their seats, which must have simply vibrated with the memory of Beyoncé. You only get connections to celebrities like this—ass to ass—in New York. Soon their wine arrived, a few bottles you could identify as rosé from Provence without even seeing the label, the corset shape of the bottle a signifier of the region. It was Domaines Ott, one of the most classic rosés on the market.

Rosé and Beyoncé: two pillars of modern womanhood that we could pack into a time capsule for future generations to unwrap, alongside an iPhone, maybe. (“This wine looks spoiled,” the future people would say, “and they forgot to pack a charger.”) But while the all-consuming cultural dominance of Beyoncé is relatively easy to plot, the rise of rosé rose-wine-summer-trend-200 pixelsis a different story. One day—some time in the late mid-aughts maybe?—it was just . . . everywhere. Each summer, from the beaches of Bridgehampton to the rooftops of Bushwick (and points west too, probably), upper-crust revelers and urbanite millennials on the make alike guzzle glasses of the stuff. It has become both a symbol of, and necessity for, that luxury lifestyle Shangri-La so many are aiming for (at least by the looks of Instagram). Rosé, at this point, has gone around the guilty-pleasure/irony wheel so thoroughly that when the Fashion Internet’s favorite bad boy, The Fat Jewish, began marketing his own line of the stuff earlier this summer hardly anyone could be bothered to care about its name: White Girl Rosé.

And yet very rarely has the pink juice received much of a critical case history—a fact that is perhaps owed to its effects. As we try to pour every last glass out of what’s left of another summer, we set out to ask a few questions about it. When, and why, did the craze for rosé begin? When did it become “a thing”? How did it transcend “basic” and become a symbol of all that is good about summertime? With these deep, universe-shifting questions in mind, we went forth in hope of some answers to set the record, or at least the Wikipedia page, straight.

 

Continue reading here: Vanity Fair

BY ALEX BEGGS          PHOTOGRAPHS BY JUSTIN BISHOP

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