Why Canned Ros‪é Might Be the Drink of the Summer

We all know ros‪é is a legit trend — with sales of premium imported ros‪é wines in the United States rising 41 percent on volume and 53 percent on value in 2014 alone, according to Nielsen research.

Also a trend for 2016? Drinking wine out of a can, which means this summer you can be doubly trendy — and drink ros‪é out of a can. Yep, canned ros‪é is a thing that exists.

Underwood Wines, an Oregon company, is offering rosé in “approachable and ready-to-travel” 375-milliliter cans. (Tasting notes include “strawberry, watermelon and peach.”)

Lila Wines offers a canned rosé from Provence, France, that its website describes as “light, crisp and aromatic with aromas of fresh watermelon, strawberries and a hint of minerality.” It goes on: “This Rosé is dry and refreshing with lingering flavors of red berries and orange peel. Pairs well with everything from lobster and herbed butter to a simple BLT sandwich.”

Those who want to eschew the bottle and drink pink can also do so with The Drop Ros‪é Wine. The 2015 California dry ros‪é (11 percent A.B.V.) comes in a 250-milliliter can, is sold in four-packs and is targeted squarely at millennial drinkers — male and female — who may be looking for a canned-beverage alternative to beer.

The Drop’s makers (recent Columbia Business School alumni) definitely have their pitch down. Their website boasts: “This Rosé is all about Summer — Light as a four day work week; a bit of fruit on the nose gives way to first class crispness, finished with a high-five of minerality. Don’t be fooled by the can, THIS IS NOT YOUR AUNT’S PINK ZIN.”

Other selling points include portability (“It can go wherever our drinker is — from beaches, pools, music festivals, boats, golf courses, to up a mountain in their pack”) and convenience (“It is a package and glass in one – no need to bring cups or a corkscrew”).

Of course, they may be looking at life through ros‪é-colored glasses … or aluminum.

Photo courtesy of @thatroselife

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