Last week, I had the pleasure of attending the 6th Rosé Wine Congress in Fuensaldaña, held in the stunning setting of the town’s castle. The event was impeccably organized, offering a rich variety of rosé wines to taste and exceptional catering throughout.
One of the highlights was Ferran Centelles’ engaging talk, followed by panel discussions that featured an impressive mix of experts: winemakers, sommeliers, a representative from the Gourmet Wine Guide, regulatory council presidents, Designations of Origin managers, and a renowned wine consultant. However, the most striking moment for me came during José Carlos Álvarez’s speech. Álvarez, a respected winemaker, delivered a passionate plea to rosé roducers—not just in Castilla y León, but across Spain—to unite in a common goal: not merely maintaining sales, but actively increasing rosé wine consumption.
He emphasized the need to challenge outdated stereotypes—like the idea that rosé is only for women or older consumers, or that it’s a lower-quality, less serious wine. There’s also the misconception that rosé is a blend of red and white wines, or that it’s hard to pair with food. And let’s not forget the belief that offering more than two or three rosé options on a wine list somehow lacks sophistication.
Revamping rosé’s image won’t be easy, but it’s certainly achievable. With collective effort from producers, the investment needed for such a transformation could be manageable. A fresh, modern campaign could reshape rosé’s perception, but it would require a savvy marketing agency skilled in connecting with younger audiences. Advertising would need to be strategically timed and placed in the right media channels to maximize impact.
It sounds challenging, but it’s not impossible. After all, history has shown us that even the most underestimated drinks can rise to prominence with the right strategy. Take Jägermeister, for example.
When I was growing up, my father would always have a shot of Jägermeister after a heavy meal. The liqueur, originally crafted for hunters (the word “Jäger” means hunter) with its 56 herbs, wasn’t exactly a drink of choice for most. The first time I tried it I thought it was horrible. But the brand knew how to reinvent itself. When the market for digestifs was on the decline, Jägermeister encouraged people to mix it with energy drinks and sodas, and soon enough, Jägerbombs with Red Bull became a global sensation.
Another example is sparkling water. It was once a niche product, but through clever marketing campaigns, brands like Solán de Cabras have made it synonymous with cool sophistication. Instead of merely branding it as “water with bubbles,” they repositioned it as “an unexpectedly crisp drink,” and perceptions shifted dramatically.
So, why can’t we do the same for rosé wine? There are countless ways to give it a fresh, exciting vibe. Young consumers, always on the lookout for new drinks, would surely connect with a rosé spritz or a rosé sangria. The possibilities are endless.
To make this shift successful, the narrative around rosé needs to change. It’s fresh, versatile, and comes in a stunning range of colors and aromas. People need to step outside their comfort zones and explore rosé’s diversity—from the classic raspberry-hued varieties to the delicate pale Provençal style.
I am convinced that rosé has enormous untapped potential, and its producers are true artists. The challenge now is convincing others that it’s not only a modern, attractive choice but one that’s entirely relevant today. It won’t be easy, but the effort will undoubtedly be worth it.
