. The concensus among most was that it was "fine," and likely made for Instagram-loving young adults., bills itself as "high-quality" and "accessible." Unlike many celeb-backed booze brands, according to The Journal, Malone was hands-on in his rosé's creation, working with his two cofounders and a winemaker in Provence, France, to perfect the blend and design the glass topper. , with most deeming it enjoyable but not a stand-out from other rosés.
. That puts its drinkers squarely in the millennial generation — a generation that, with their music, Instagram following, and TV audience respectively, Malone, Ostrovsky, and Underwood have already established a strong fan base in. It's also an audience they are well-position to address; between the three of them, they tout an impressive collective social following of more than 35 million.
make over 80% of the household wine purchases in America, she imagines those wines may still end up in the hands of their male partners. Kostrzewa told Business Insider that in traditional wine cultures like France, rosé is a non-gendered favorite. Millennial wine drinkers, she said, are less swayed by gendered marketing than previous generations were, and are more attuned to overall lifestyle branding and easy enjoyment.
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