Young men increasingly favor rosé as social stigma fades, new study finds

A recent study by The Ivy Collection, a well-known restaurant group, has revealed a significant shift in drinking preferences among young men in the United States and the United Kingdom. According to the research, 42% of men under the age of 35 would choose a glass of rosé over other drink options if they did not feel social pressure or fear of judgment. The survey included responses from 1,000 men and 1,000 women, asking participants to picture someone drinking a glass of rosé. Only 4% imagined a man, while 57% pictured a woman. This suggests that rosé is still widely seen as a feminine choice, despite growing interest among men.

The study also found that nearly one in three men overall would opt for rosé if they felt comfortable doing so. Among younger men, this number rises to 42%. The Ivy Collection concluded that many men are hiding their preference for rosé, sometimes even drinking it in secret. Claudio Sammartino, wine educator for The Ivy Collection, commented that “men are swapping the pint for something pink, crisp and unapologetically elegant – sometimes on the sly.” He added that modern rosés offer elegance and complexity comparable to some of the world’s finest wines.

These findings come as The Ivy Collection launches its new campaign called “Join the Brosé,” which aims to challenge stereotypes around men drinking rosé. As part of this initiative, the group has introduced a curated menu called A Touch of Rosé. The menu features popular options such as Whispering Angel and Veuve Clicquot Rosé Champagne, along with several rosé-based cocktails.

Rosé’s popularity has been rising in recent years, especially among celebrities and high-net-worth individuals. In popular culture, artists like Drake, Travis Scott, and French Montana have referenced Whispering Angel in their music. This trend has helped boost rosé’s image beyond its traditional audience. In Monaco this summer, Pernod Ricard-owned Château Saint Marguerite hosted a bar residency where magnums of its pink wine sold out quickly at its Summer Kitchen venue. Sainte Marguerite is now the only still wine brand retained by Pernod Ricard after selling several other labels to Vinarchy. The company decided to integrate Sainte Marguerite into its Champagne division alongside Mumm and Perrier-Jouët.

Olivier Fayard, owner of Sainte Marguerite, explained that wine prices in Monaco reflect the high cost of real estate in the area. He noted that property prices can reach €100,000 per square meter or even €170,000 for new sea-facing developments.

Public figures have also contributed to rosé’s growing reputation among men. Jeremy Clarkson, known for his work on Top Gear and as a pub owner in Oxfordshire, is an outspoken fan of Château Léoube rosé. Reports indicate he insisted on having his favorite rosé available backstage during filming and serves it at his own establishment.

While Provence remains the leading region for premium rosé production, industry experts believe other areas are poised to gain recognition. Italian winemaker Lamberto Frescobaldi recently suggested that Italy’s Maremma region could become a major player in the global rosé market. Alexandra Hale from Armit Wines supports this view, highlighting Maremma’s appeal as a tourist destination with excellent accommodations, accessibility from various airports, favorable weather conditions for much of the year, and outstanding food and wine offerings.

The data from The Ivy Collection’s study points to changing attitudes toward rosé among younger male consumers. As campaigns like “Join the Brosé” continue to challenge old stereotypes and promote inclusivity in wine culture, more men may feel comfortable choosing rosé openly at bars and restaurants across the country.