The Pink Dollar.
A piece in today's New York Times about the rise of rosé highlights a marketing angle somewhat different from that which I reported before. That was a physical product attribute, this is something far more ephemeral because apparently,
".. now, among a certain group of global style setters ordering rosé is a sign of being in the know. Dropping the name of a Provençal rosé like Domaine Tempier can be code for having recently frolicked in St.-Tropez or Cap d’Antibes, where rosé accompanies leisurely seaside lunches."
It may cost twice as much as allegedly superior non-french rosés, but it's not good taste that they're buying.