Alcohol gets the Millennial pink treatment

Rosé represents only 1.5% of the U.S. table wine market, but according to Nielsen, sales climbed 53% to $258 million over the last year. Fueled by the blush-hued beverage’s success, Millennial pink alcohol is likewise having its moment in the sun as Gen Ys close out the summer celebrating all things rosy.


Like colorful wine, colorful tequila’s popularity is being helped along by social media. The pretty pale pink hue of Código 1530 Rosa Tequila is the result of the company’s Blanco tequila that’s rested for one month in Napa Cabernet French White Oak barrels. Código leaves its Rosa barrels uncharred, which allows the Cabernet to interact directly with the tequila and impart a subtle pink hue. The Rosa rests just long enough to enrich the natural agave juice without overpowering its delicate floral notes.


Wölffer “Pink” Gin comes from the makers Wölffer Estate Rosé. While other pink gins get their color by combining gin and Angostura bitters, Wölffer uses its own rosé wine as the base. A small amount of grape skin extract then creates the pink hue. Hand-picked juniper berries are added for flavoring along with hints of anise, fennel, coriander, cumin, cardamom, and fresh mint. Because distilling isn’t Wölffer’s main business, the company can afford to distill at a slower pace and use purer alcohol, discarding the rest.


Those in search of something brighter can add some Sweet Revenge to their drink. Using American whiskey as its base, the vibrant pink liqueur uses natural strawberry and citrus flavors to create a tangy taste, although some consider the flavor to be more reminiscent of cherry cough syrup than of real fruit. The producers recommend mixing the drink with lemonade for a more subtle effect. Sweet Revenge has a rival in Happy End liqueur, a.k.a. unicorn liquor.