Superficially Rosé

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Taking Pink Wine to its trendy heights in Saint-Tropez

It's an early summer day in the Saint-Tropez port, which is lined with mega-yachts and suntanned tourists, and Grégoire Chaix fills my glass with a pink liquid he predicts I will not like.

“You are not the target market for this—at all,” the Tropezien winemaker and entrepreneur says at a table of his restaurant, the Bar du Port.

He is pouring—over ice—his 10-year-old invention called Ice Tropez, a sweet and fizzy pink wine cocktail flavored with peach extract that comes in a cylindrical clear glass bottle or a pink can. It tastes like a cross between rosé and Snapple and comes in two versions: one with a low alcohol level of 6.5 percent and a non-alcoholic one made with grape juice.

“The target is young, mostly women, who want something festive and sweet,” he explains. At 45, with a shaved head, tails-out white shirt and jeans, he is the image of a southern French businessman. “Today we need new ways to get young people into wine.”

So, why am I here?

Because pink wine is booming and fashionable, and Chaix represents a wing of the trendy camp here in jet-set Saint-Tropez....read the full blog at winespectator.com