Why Pink is the New Black: Rasmus Uncorks the Truth Pt. 4
Get ready to uncork some delightful conversation with Forrest Kelly and our special guest, Rasmus Emborg, as we dive into the pink-hued world of rosé wine. Rasmus takes us on a joyride through his book, “Rosé Revolution,” where he spills the tea on how this once-overlooked wine has transformed into a pop culture superstar. He skillfully navigates the complexities of our current world—yes, we’re talking about writing about wine while the weight of global events looms large—while reminding us that joy and pleasure are still on the menu. We chat about the swirling trends in wine consumption—spoiler alert: red wine isn’t the reigning champ anymore—and how a new generation of wine lovers is shaking things up, ditching the snootiness for something more approachable and fun. So grab a glass, sit back, and let’s toast to the fascinating stories behind our favorite pink drink!
Your Host: Forrest Kelly is an experienced Radio/TV broadcaster who has interviewed some of Hollywood’s biggest celebrities, from Garth Brooks to Kevin Costner. A lover of wine who is fascinated by the science behind it.
Voted One of The Best Travel, Top 5 Minute, and Top Wine Podcasts.
Takeaways:
- Rasmus emphasizes the importance of enjoying life, especially through good wine, amidst global chaos.
- The popularity of rosé wine reflects changing consumer habits towards lighter, more approachable options.
- Social media has played a huge role in making rosé a pop culture sensation, with its vibrant colors stealing the spotlight.
- Rasmus discusses how younger generations have revolutionized their approach to wine, moving away from traditional norms.
Companies mentioned in this episode:
Forrest Kelly
Welcome. Welcome to The Best 5 Minute Wine Podcast with Forrest Kelly.
Forrest Kelly
So the book Revolution, where is it right now, in your house?
Rasmus
Well, I have one just beside me, and I have one down in my living room. A few books around me.
Forrest Kelly
Everybody who comes over, they're fully aware that you wrote this book and that they need to read this book, right?
Rasmus
Well, to be honest, I think very few of my friends or family members are not aware that I've been digging into this wine and rose for the past years. And of course, when you dig into this world, you get really fascinated by it, and it's really overwhelming.
And, you know, the whole world is not pink. I mean, there's a lot of things going on in the world that makes you sad, makes you cry.
And every now and then, it's been a bit strange to sit and write about Rousseau wine while the war in Ukraine was going on and so on. But at the same time, I think this book is. I mean, you can ask yourself, is this book a writer book?
And then, well, I guess it depends on whom you ask for sure. The world is not only pink.
I would say that this is an important book in its own way, because it's about the good life, and I think it's a reminder that we should also strive for joy and pleasure. Making this book has definitely been a joyride.
And to be honest, when I visit friends and bring a bottle of wine, I do not necessarily bring a bottle of wine anymore because I also want to show them that I' aware of other wine categories.
Forrest Kelly
Yeah, show that you've got a wide palette here. I've never heard that term before, but it kind of aligns because most people say, you know, the world isn't black or white. It's a different color.
But I've never heard somebody say pink. But you're keeping it real with the pink and the coloring.
Rasmus
This is also the story about Brusais, and I think this is also why you can say that Versailles wine has become a pop culture phenomenon. It really is a beautiful wine. And as you know, the wine is in transparent bottles. So you see the wine, you see this beautiful color.
I mean, you can easily make great photos of the wine. Lots of people like to put photos on social media, and I think this is a part of the success of it's become a pop culture phenomenon.
And it's been affecting several current megatrends, like, you know, health and anti stre, also climate and sustainability. I mean, I don't know about you, Forrest, but I don't eat as Much red meat as I did before. I eat more fish, more vegetables or white meat.
And I think a lot of people are changing their habits the same way. And this increases the demand for something light, pale and chilled. And I think this is also a part of why Roussei wine has become more popular.
Forrest Kelly
Yeah, cut down on red meat and red wine.
Rasmus
Well, if you look at the numbers, the consumption, consumption of white wine is quite steady. But if you look at market shares, then you see red wine decline and you see she will say on an upward trend.
Okay, can I elaborate a bit more about this? Because.
Forrest Kelly
Look out, everybody. Rasmus is going off. All right, go ahead.
Rasmus
No, no, no. I was just talking about this beautiful wine.
You know, there's a lot of pictures on social media and there are a lot of popular hashtags that kind of exposes Marseille wine.
And I think you should not be fooled by this thinking that just because you see a lot of pictures of the wine on social media and because some of the wine is served in quite creative bottles with some creative illustrations, then it's not a good wine. There's a whole lot of good wine being made.
And I think it's also about new generations of wine drinkers who changed the mindset or had another mindset than the older gener generations of wine drinkers.
And if you look into when rose became more popular, it was actually just after the millennium and it was around that time where the millennials started leading this rebellion and giving the finger. Well, sorry for my French, but giving the finger to the wine industry's possession of brasse as a half finished, shabby red wine.
And instead they started praising the wine for its pink elegance.
I think that the success of also has to do with the wine being inclusive, being unschnappish, being easy to approach, and that the wine also appeals to those who are looking for quality and good experiences, but who does not necessarily want to, you know, make slurping noises every time they enjoy a glass.
Forrest Kelly
Okay, where can we pick up the book?
Rasmus
It should be all over the U.S. it's in bookstores all around the country.
Our publisher is Interlink Publishing from Massachusetts, but they are globally distributed by Simon and Schuster. Rose Revolution is no ordinary wine book. It's a book about rose. And just like the wine, it's easy to access.
It's driven by personal stories and imbued with a passion that drives leading producers and increasingly attracts consumers.
The book does not tell you what to drink, but it makes you know more about what you drink and who's behind it and it tells you this fascinating story about an ugly duckly transformation that reflects how perceptions of this wine have shifted dramatically over the years. I think this is a great story and a story that needed to be told. And yeah, we tell it in this book.
Forrest Kelly
Rose Revolution, The Best 5 Minute Wine Podcast
Forrest Kelly
Don't forget my favorite part.
Forrest Kelly
Please, please like and out.
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