Aspirational Millennials are buying rosé as a lifestyle, not just as something to drink.

Aspirational Millennials are buying rosé as a lifestyle, not just as something to drink. The pink drink ranks high among Millennials’ favorite alcoholic beverages, and sales have been rising since 2014. Thrillist’s senior food features writer explains that, “The pink wine is deeply attached to a lifestyle, to travel magazines and Instagram,” while the cofounders of Pinknic say their consistently-sold-out festival “is more about the experience of drinking rosé.” The appeal to Experiencification is working: the event’s attendance is expected to double from 8,000 to 16,000 people this year. (Refinery29)