May 14, 2025

337: Why do Celebrities, like Brad Pitt, John Legend, Sarah Jessica Parker, Jon Bon Jovi, Cameron Diaz and Kylie Minogue Choose Rosé for Their Brands?

49 minutes

Why is Rosé the go-to wine for celebrity-owned brands rather than Chardonnay or Cabernet? Why are the younger generations of wine drinkers choosing Rosé over red? Is the Rosé boom just a trend, or is its popularity here to stay?

In this episode of the Unreserved Wine Talk podcast, I'm chatting with Rasmus Emborg & Jens Honoré, who co-published the Rose Revolution.

You can find the wines we discussed at https://www.nataliemaclean.com/winepicks

Highlights

What are the main differences between wines from Domaine Tempier and Domaine Ott?

What makes some Rosé wines better for aging than others?

How did Gerard Bertrand’s background influence his winemaking style?

Which Provençal cuisine dishes pair best with the Rosé wines?

Why do so many celebrities who come to the wine world choose to make Rosé?

Which celebrity wines are worth buying?

How has social media impacted the Rosé Revolution?

What does the future look like for Rosé’s popularity?

Why have more men started drinking Rosé?

Which wine regions should wine lovers visit to immerse themselves in the world of Rosé?

Key Takeaways

Why is Rosé the go-to wine for celebrity-owned brands rather than Chardonnay or Cabernet?

As Rasmus and Jens explain, Rosé is much easier to embrace for a broad audience. Rosé has a lot of lovers, but they don't have any enemies. So you can be a serious musician, a rocker, a pop star, and embrace Rosé. When you're just a celebrity and not a winemaker it's way more bankable and easier to market. We tried a lot of those wines and I'll tell you, some of them are pretty good, big bang for the buck. Brad Pitt, John Legend, Sarah Jessica Parker, Jon Bon Jovi, Cameron Diaz and Kylie Minogue

Why are the younger generations of wine drinkers choosing Rosé over red?

Rasmus and Jens observe that young people don't drink much red wine, but they drink a lot of white wine and Rosé because it's kind of like a celebratory wine. It's become a wine you kind of gather around. You don't disagree about it. You can’t be talked down to if you don't know the terroir, the grapes etc. If it's endorsed by a rapper or rock music or whatever, it enhances that experience.

Is the Rosé boom just a trend or is its popularity here to stay?

Rasmus and Jens believe that Rosé has established itself as a third wine category. We’ll still see the quality improve and higher price points. In France, 3 out of 10 bottles are Rosé, globally, it's about one out of 10. They are seeing a trend of Rosé taking market share from red wine whereas white wine is stable.

About Rasmus Emborg & Jens Honoré

Rasmus Emborg is a journalist who has worked in the media industry for over 25 years. He is the author of Beer Brothers (2019), about twin beer brewers Mikkel Borg-Bjergsø and Jeppe Jarnit-Bjergsø. He and his wife own a small vineyard in Provence. The grapes are mainly used for rosé wine, and the production takes place at a local cooperative.

Jens Honoré is a photographer who has worked in the advertising industry for 30 years. In 2018, he published A Place to Dream for SOS Children’s Villages, and in partnership with Jens Vilstrup, he published the book, Farewell to a Black/White World about the UN’s 2015 Sustainable Development Goals. He has also contributed to Building a Dream about LEGO owner Kjeld Kirks Kristiansen’s realization of LEGO House. In 2021, he published The Right to Food about homeless people’s relationship with food. Jens lives in New York and as a wine enthusiast, has followed the trend of increasing enthusiasm for rosé wine with great interest.

To learn more, visit https://www.nataliemaclean.com/337.

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