How Provence Rosé Took Over the World

Provençal rosé is one of the world's most recognizable wines, but its rise was anything but inevitable.

This episode explores how rosé evolved from a low-status byproduct into a global luxury phenomenon. Caroline and Emily trace the history of pink wine from Antiquity to modern Provence, uncover the innovations that created today's pale rosé style, and examine how branding, celebrity culture, and lifestyle marketing transformed an inexpensive regional wine into an international success story.

Podcast Show Notes

In this episode:

• Why rosé was once considered a cheap byproduct
• How rosé was made in Ancient Greece
• The difference between traditional rosé and Provençal rosé
• The impact of phylloxera on French wine
• Marcel Ott's role in refining the modern style
• Why Provence became synonymous with rosé
• The rise of Whispering Angel
• Brad Pitt, Miraval, and celebrity wine brands
• The history of rosé piscine
• Why ice in rosé is more French than many people realize

Key Takeaways

• Rosé was historically a low-status wine.
• Modern Provence rosé is a relatively recent innovation.
• Marcel Ott helped transform rosé from a byproduct into a premium category.
• Celebrity culture played a major role in rosé's global success.
• Whispering Angel helped establish rosé as a luxury lifestyle product.
• Rosé piscine has deeper roots than many wine drinkers realize.
• Branding often contributes as much to rosé's value as winemaking.