The return of Brosé

Whisper it: men are secretly sipping Rosé

Rosé has long been the poster child of summer terraces, brunch tables, and Instagram feeds — but for many men, it’s been a guilty pleasure kept behind closed doors. That’s changing, and The Ivy Collection has the data to prove it.

In a recent survey of 1,000 men and 1,000 women, The Ivy asked participants to picture someone drinking a glass of rosé. The results were telling: only 4% visualised a man, while a whopping 57% pictured a woman. Rosé, it seems, still carries a gendered image — one that’s keeping many men from enjoying it openly.

But here’s the twist: nearly one in three men admitted they’d choose rosé if they didn’t feel judged for doing so. Among men under 35, that number jumps to 42%. The Ivy’s conclusion? Men aren’t just enjoying rosé — they’re hiding their love for it. Some are even drinking it in secret.

“Men are swapping the pint for something pink, crisp and unapologetically elegant — sometimes on the sly,” says Claudio Sammartino, wine educator for The Ivy Collection. And he’s not wrong. Today’s rosés are no longer the sugary blushes of the past. They’re dry, complex, and crafted with the same precision as the world’s finest wines.

To celebrate this quiet revolution, The Ivy has launched a new curated menu called A Touch of Rosé, featuring iconic pours like Whispering Angel and Veuve Clicquot Rosé Champagne, alongside rosé-based cocktails. It’s all part of its playful and empowering campaign: is it time for men at home and abroad to join the long-talked about Brosé movement.

So, men who have been eyeing that pale pink liquid — consider this your invitation. Rosé is for anyone who appreciates a little rebellion in a glass.

Cheers to the Brosé movement. The secret’s out.

• Rodney Jack, editor, Food & Drink Technology.
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