Traditionalists were outraged 15 years ago when a group of French vineyards announced the launch of a rosé wine designed to be served with ice cubes.
Now Rosé Piscine, as it was named, is being hailed as one of the great modern success stories of a French wine industry in urgent need of renewal amid falling sales.
Marketing consultants say the triumph shows how the country’s deeply conservative winemakers will have to break taboos if they are to overcome the crisis caused by coronavirus.
La Revue du Vin de France magazine, the French connoisseurs’ bible, described Rosé Piscine as a “planetary success” in this week’s edition, and said that the idea had been a “veritable stroke of genius”.
Its popularity among young consumers, notably
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May 04, 2020 at 06:01AM
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Critics drink their words as rosé on rocks sells - The Times
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