Brosé: Rosé wine favored by twentysomething men (“bros”).
Brosé has been in the news this summer on both sides of the Atlantic.
It lends itself to rhyme:
“Make Way for Brosé: Why More Men Are Drinking Pink” – Details, June 12, 2015
“Yes Way, Brosé: Men Finally Realizing Rosé Is the Best” – The Cut, June 12, 2015
And to scare quotes:
“Forget craft beer, men are drinking ‘brosé’ this summer” – The Telegraph (UK), July 25, 2015
“Brosé: wine for the angsty bro who blushes when he ‘drinks pink’” – The Guardian (UK), July 28, 2015
Thanks to their pink color and relatively low alcohol content, rosé wines have long been stigmatized as a “girly drink” in English-speaking countries. (It’s different in France, natch.) Their reputation wasn’t helped by the flood of cheap, domestic, pinkish “White Zinfandel” from California. But now, according to The Telegraph, “the once deeply unfashionable and stereotypically feminine rosé wine is undergoing a surprisingly manly renaissance.”
"I like to say that real men drink pink," Thomas Pastuszak, wine director of the NoMad Hotel in Manhattan, told Details. "There used to be this perception that rosé was a girly drink, but that's just not true."
Rustun Nichols, “bar director of the upmarket fauxhemian citadel the Wythe Hotel” in Brooklyn, offered this:
“I think a lot of stigmas about drinking rosé are definitely gone—I think [that's the case] about beverages across the board," says Nichols, who describes the archetypal male rosé drinker as guy in his mid-thirties who, in his teens, "was probably in a hard-core band that I loved and is now in some electro-clash band . . . and [has] two kids and collects records.”
Details cited a January 2015 Nielsen report that showed “U.S. retail sales of premium imported rosé wines (those priced at or above $12 a bottle)” had grown by 41 percent on volume and 53 percent on value in 2014, compared to “1.0 percent on volume and 3.3 percent on value for the total table-wine market.”
In June, Fork + Plate (“where foodies come to learn”) recruited some likely bros to talk on camera about the manliness of pink wine.
“Chicks are just into it, so it’s kind of a no-brainer.”
Not everyone is enthralled by the “brosé” coinage.
See also: “Dude, Where’s My Fruity Pink Cocktail?”