|This guy guzzles rosé. Courtesy Elizabeth Lippman/New York Post|
I don't know what turned around rosé's fortunes in the U.S. A lot of marketers are selling theories, because rosé is now one of the trendiest drinks, especially on the East Coast, where people want to be seen drinking the proper thing. Maybe it was Brad Pitt and Angelina Jolie's rosé. Maybe it was an echo of a trend in France, where rosé was never unpopular, but is now bigger than ever. Who knows.
However it happened, in less than a decade rosé has gone from an old person's porch quaff to the official drink of entitled assholes.
Check out this story from the New York Post. An executive of the clothing company J. Crew laid off members of his team, then went out to parrrrrty. He and three coworkers who were not among the 175 laid off sent out Instagram photos of their dopey-faced good times with hashtags including #gonegirl. How fun would it be to see those in your feed if you just lost your job? Not as much fun as that guy in the photo to the right had sending them.
Corporate America has no shortage of entitled assholes; arguably they are one of its top products. But what do you generally imagine these assholes drinking? Light beer? Vodka and tonic? Cab from a 5-pound bottle?
I can't get over this phrase from the story: "The rosé-guzzling gang also included retail men’s merchandiser Andrew Ruth and J.Crew employee Julie Stamos."
Usually we don't notice that society has changed until after it happens. That guy in the photo, fondling the pink slip in his pocket for an underpaid employee whose work he took credit for? That's a rosé drinker now.