Wine Marketing Weekly - The Rosé Beer Issue #18

Could it be true? Last week we spoke about the merging of interests between wine and cannabis. But now wine and beer? Is beer really jumping onto the rosé wagon. A beer/wine hybrid? What would the French say? “It’s the use of grapes as a fermentable to produce a beer.” said Adam Avery, founder and CEO of his eponymous Colorado brewery. “That doesn’t mean breweries have begun making wine and are blending in a drop of beer to make rosé beer - grapes can only be 49% of the fermentables to still be classified as a brew.” Is it time for the wine industry to fight back? How about a Cabernet Black Label, Chardonnay IPA or Stella Ardèche? What about Pinotage beer? Oh, Beyers Truter did it already. Enjoy.