The company also hosts a blog called "The Yes Way Report," which features updates about products in addition to rosé-based recipes, "pairing suggestions" (i.e., watching The Bachelorette while you imbibe your canned rosé), interviews, and photos of pale-pink couture gowns.Schlossberg agrees that this distinct hue might be a factor in the drink's popularity. "The color of rosé is also having its moment," he says. The soft blush-nude known as "Millennial Pink" has achieved a supersaturated status in the marketing world, and a coating of the hue instantly transforms even the most blasé of products into a cool girl's must-have consumer item (or does that peachy-pink trash can really say something about you as an individual?).
READ MORE: Rosé Is the Drake of All Wine
Look at the recent studies documenting trends in women's drinking, which reveal a skewed sense of what it means to be a woman who consumes alcohol. "Millennial Women Have Closed the Drinking Gap," The Atlantic reported in 2016. The article (and many others with similar titles from this time period) refers to a study published in the medical research journal BMJ Open , the results of which indicated that men and women born in the 1990s and later were almost equally as likely to consume and abuse alcohol. While the study itself did not utilize the phrase "drinking gap," those reporting on the study quickly latched onto the buzzy phrase. "In our ongoing war against modern glass ceilings, one thing came first," stated The Frisky. "Millennial women drink as much as men, closing gender gaps one beer at a time."The language of this article implies that consuming alcohol in a statistically similar fashion to men is a landmark to be achieved—on par with, say, electing the first female president. Dr. Joseph Lee, Youth Continuum Medical Director at the Hazelden Betty Ford Foundation, argues that the fact that women of all ages are consistently drinking more is directly tied to economic liberation. "It's an unfortunate byproduct of gender equality," he tells MUNCHIES. We live in a time where women's lives and careers are more similar in shape to men's than ever before, and alcohol consumption is merely another factor in this parallel. Thus, "there's clear incentive for manufacturers to market to women," says Dr. Lee.
READ MORE: Rosé Has a Very, Very Shady History
But not everyone is capable of drinking responsibly. "We need to dispel the myth that chemical consumption affects everyone the same way," says Dr. Lee. Essentially, a 40 oz. of rosé is not a one size-fits-all beverage, and alcohol remains a deeply addictive substance with the potential to ruin families, relationships, and lives. There's a cognitive dissonance at play that has us viewing rosé more like La Croix than Jim Beam, and it's only adding to the more than 400,000 women already in treatment for alcoholism.Yes, alcohol can help you relax after a long week at work, or give you the courage necessary to send a long-put off text (for better or for worse). It can even make you a better dancer—or at least let you think that. But wine—pink as it may be—cannot take the place of political liberation.Rosé is undoubtedly delicious, fun, and popular for many reasons. But it's also been branded to make you feel that way.
READ MORE: Why We All Need to Chill Out About Rosé
This article originally appeared on MUNCHIES in July 2017.