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The Success of Rosé: Marketing Strategies and Packaging Innovation

Rosé remains one of the most influential trends within the category of wine. Many brands have changed their marketing strategies to appeal to both males and females due to rosé’s success as a gender-neutral beverage. The pink-colored wine appeals to consumers due to its affordability, as well as it’s light and sweet flavor.

On the other hand, rosé’s packaging innovation appeals to occasion-based drinkers, such as those who attend outdoor sporting events and music festivals. Alcohol categories can use the success of rosé to boost their brands.

Source: IWSR, December 2019