Home Industry News Releases Usual Opens Its First Rosé Garden in San Francisco’s Marina

Usual Opens Its First Rosé Garden in San Francisco’s Marina


Digitally Native Brand Innovates Approach to Wine Industry with Experiential Space Open Now Through Labor Day 

SAN FRANCISCO, CA (JULY 22, 2019) – Usual’s new Rosé Garden opens in the Marina (2076 Chestnut Street) on Friday, July 26th. The digitally-native lifestyle brand is opening the Usual Rosé Garden to invite customers to experience the brand and the wine in person for the first time. 

Aiming to celebrate the drink of the season and introduce Usual rosé to new consumers, the Garden is an immersive indoor green space that pairs perfectly with Usual rosé. Lush plant life, design-forward furniture and a crisp yet classic palette of materials create an unexpected and alluring environment. The Rosé is available to purchase by the bottle ($8 each) or by the bucket (4 bottles for $30). 

“Wine has been consumed the same way for centuries, and while Usual honors the art of winemaking it’s also leading the industry in innovation,” said Matt Dukes, CEO and Co-founder of Usual. “Given the momentum we’ve seen online, we had the idea of translating that excitement and experience into a retail concept. This is also a great opportunity for us to connect with the community in San Francisco, introduce them to our brand, and get to see their reactions in real time.” 

Usual worked with architectural design studio, Bobby Redd, known for their expertise in bringing digitally native brands to brick and mortar. The Bobby Redd team helped Usual create a space that celebrates summer and delivers the experience of drinking a fresh glass of rosé in a luxe and lush, botanical environment. Usual also partnered up with local DTC plant retailer Leon & George for all the garden greenery. 

Usual is a DTC wine brand, known for their innovative and high quality wine-by-the-glass offerings, that is disrupting the wine category and adapting it for the modern consumer. Founders Matt Dukes and Rachel Vodofsky realized that there was a gap in the market, so they committed to leading the efforts to establish a premium category for single-serve wine. 

Usual’s Santa Barbara Rosé has notes of strawberry, rose petal, and rhubarb and retails for $8/6.3oz bottle. Expertly made in small batches from sustainably farmed grapes with no additives, no sweeteners, and minimal intervention—the real way. 

The Garden will be open from 12pm – 9pm seven days a week. Guests will be seated on a first-come, first-served basis; no reservations are available at this time. For more information, please contact [email protected].

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