#Roséseason is coming to a close, so why is the once-niche wine a cultural obsession? Palates shifting from sugary soda to sparkling water and drier wines plays a part. But the Instagrammable pink drink that first gained fame as a bougie Hamptons beverage also represents an aspirational lifestyle. And, as with many Millennial & Gen Z trends today, there’s some self-referential irony involved (ahem, “White Girl Rosé”). (Fast Company)
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