More than most wine styles or varieties, rosé has an associate lifestyle connotation of highly Instagramable moments. If you’re not sure what that looks like, try searching the hashtag #RoseAllDay or other rosé related hashtags and see what shows up. The sheer volume lends some plausibility to the claims that the social media habits of millennials in particular has fed the rosé trend; a trend that still shows no signs of slowing even after three years of 50-60% annual growth.
In the bottle, Malene Rosé is inspired by classic Provenical-style rosés, but the brand is also fine-tuned to the current rosé lifestyle trend, and its image is executed to perfection in the mobile tasting room fashioned from a classic 1969 Airstream Overlander trailer, fully decked to hit the road and setup at festivals or other events and #RoseMoments.
The trailer was custom refurbished with a tasting bar, wine-on-tap system, and a small seating area in the other end. The large original wheels were replaced with three smaller ones to remove the wheel well and allow for a flat bottom throughout the trailer.
Malene winemaker Fintan du Fresne took the airstream on its inaugural tour visiting other wineries in the Crimson Wine Group, Seghesio Family Vineyards in Healdsburg and Pine Ridge Vineyards in Napa before heading into the South West for a few festivals, which can of course be follow on Instagram (@MaleneWines #MaleneScene).
However, the airstream is not just for touring, it’s scheduled to return to Chamisal Vineyards where it will be setup as a tasting room in the months of April through November. The grounds at Chamisal have been landscaped to accommodate this semi-permanent setup for open air seating in front of the trailer for a garden-picnic like atmosphere.
In addition to the newly released third vintage of their Provenical-style Malene Rosé, du Fresne reveals that two additional styles of rosés are scheduled to be released this spring. And while Malene is envisioned primarily as a rosé brand the full brand lineup of wines will also include a Vermentino and red Grenache, both wines that du Fresne believes will fit stylistically with the rosés.
By Kim Badenfort