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Forget craft beer, men are drinking 'brosé' this summer
Pink wine was once just for girls, but this summer male drinkers are putting down their pint glasses and getting in on the act
As Al Murray's Pub Landlord used to observe, the traditional rules of social drinking could always be summed up as follows: "Pint for the gentleman, glass of white wine or fruit-based beverage for the lady".
In recent years, the contents of the pub drinker's pint glass have become more varied and esoteric, with the trendy craft beer explosion spreading throughout the UK and across America.
But it seems that this summer there's a new tipple of choice for men: the once deeply unfashionable and stereotypically feminine rosé wine is undergoing a surprisingly manly renaissance.
Last month, Details magazine observed that more male drinkers were "pounding pink".
"Rosé is kind of like online dating," Sam Daly, an actor, told the magazine. "What was once a faux pas has become the norm. It's become universally accepted among men and women. It's kind of like the beer of wine."
Rustun Nichols, bar director of the Wythe Hotel in New York, added: "You go to a table where people are sitting outside and they're like, 'I'll take a magnum of Bedell,' and maybe it's seven dudes and you're a little surprised. You thought you were going to be talking to them about scotch, but they want some Provence rosé, and that's totally cool."
One of the world's oldest wine styles, rosé has traditionally been dismissed by discerning drinkers due to its low-alcohol content and a sickly sweet taste more reminiscent of children's cordials. But supermarkets and wine merchants are devoting more and more space to sophisticated (and expensive) rosé varieties, and snobbish male drinkers are no longer blushing at the thought of a glass of pink.
They are even boasting about their new-found love on Instagram, using the popular hashtag "brosé".
The Telegraph's own wine expert Victoria Moore has been extolling the virtues of the drink for some time. Last month she wrote: "Rosé is now a status symbol – an expensive, aspirational, incredibly desirable drink. The gender stereotyping that once ghettoised pink wine as a drink for girls and big girls’ blouses is long gone."
However, she added, the first rule of decent rosé is that it must come from Provence. Not only that, when it comes to colour, "the goal is pallor and transparency".
If your brosé is the same shade of salmon pink as your Polo Ralph Lauren shirt, you're doing it all wrong.