Hailing from the Pays d’Oc IGP in the Languedoc-Roussillon, the wine will be sold by Biagio Cru across the US on-trade and off-trade with an RRP of $12.99 a bottle. Rosé all day Pays d’Oc IGP

Described by Biagio as “light and refreshing and is perfect for all occasions”, ‘Rosé all day’ is also available in cans, priced at $14.99 for a four-pack.

“We’re essentially attaching ourselves to a movement,” Biagio’s Darren Restivo said, adding, “The tag ‘Rosé all day’ has quickly become a global phenomenon”.

So far Biagio has produced 25,000 cases of the Pays d’Oc pink, which it hopes to sell out of this year.

The packaging is understated, featuring the wine name scrawled in pink on a white background.

The #RoseAllDay hashtag has 113,255 posts and counting on Instagram and has fast become a global catchphrase that encapsulates a carefree, eternally sunny lifestyle people aspire to.

‘Rosé all day’ isn’t the first hashtag-themed rose product. Founders of the ‘Yes Way Rosé’ Instagram account, New Yorkers Erica Blumenthal, and Nikki Huganir, have launched their own rosé brand called Summer Water.

Hailing from California’s Central Coast, according to its founders, the Grenache/Syrah blend is “dry, light and perfectly crisp, with notes of strawberry, pink grapefruit, and white peach”, and costs $15 a bottle.

The wine comes in the standard 75cl format and magnums, alongside Summer Water merchandise like pale pink baseball caps, totes, t-shirts and beanie hats.

“Rosé is a symbol for so much more than wine. To .us it represents love, togetherness, and positivity.

Read more at Source: The Drinks Business