In a move that feels more suited to a Fat Jewish stunt than a legitimate business decision, someone, somewhere, has felt it wise to call their brand of wine Rosé All Day.
I guess it makes sense. A quick search of the hashtag brings in over 100,000 posts, proof of the influential power of rhyming a type of wine with a duration of drinking. Genius.
The new drop will hit the market next month, launched by New York-based importer, Biagio Cru Wines & Spirits.
In a very classy move, Rosé All Day will also be available in cans.
For those keen to give it a whirl, the wine is made made using grapes sourced from the Languedoc-Roussillon region of France. The region has a climate and soil similar to nearby Provence, but is said to offer greater value to consumers.