Why You Should Keep On Drinking Rosé After Labor Day

There’s no reason to stop drinking pink after Labor Day.

Bodvár House of Rosés produces five styles of rose in Provence

Bodvár House of Rosés

As the end of summer of summer nears, many wine drinkers will put away their rosé -colored glasses after Labor Day. I am not one of them and neither is Swedish-born Bodvar Hafström, founder and CEO of Bodvár House of Rosés in Provence and creator of National Rosé Day, an annual celebration of the pink drink occurring on the second Saturday of June.

Hafström says he created the wine “holiday” in 2014 to “give rosé a moment of its own, a celebration of joy and togetherness that reflects what the wine represents. It’s a drink for happiness and celebration.” And that, he say, extends beyond the traditional summer season.

“From the beginning it was never about a marketing stunt. It was about building the category,” he says. “National Rosé Day gave rosé lovers a shared date and a sense of belonging. The aim was always to elevate rosé beyond a drink into a cultural phenomenon. Today it is the first and only globally recognized holiday for rosé.”

Bodvár, the wine—the winery produces five styles—is found in premium channels such as hotels, beach and other private clubs. Bodvar, the person, is from Sweden, and spends his time between Stockholm and Provence when he’s not on the road working the market.

I caught up with him right before Labor Day, as he was traveling in Thailand working on accounts in what he says is one of their newer markets.

Forbes: Sweden is a long way from Provence! How did the rosé category capture your interest and imagination?
Bodvar Hafström: It is really in my DNA. My family has been in the alcohol business in France since 1846, so it is deeply rooted in my heritage. What drew me to rosé was its character as a light, refreshing alternative. Early on, I recognized that it would become something much bigger than just a wine. Much like Champagne decades ago, it had the potential to grow into a premium lifestyle category, and I feel privileged to have played a part in helping to define that.
Bodvár embodies both heritage and vision, a way to bring people together, build awareness and shape rosé as the wine of occasions.

Forbes: What do you think best exemplifies a classic rosé?
BH: For me, it is a pale pink color, dry on the palate, with a balanced aroma and a long, delicate finish. That harmony of lightness and sophistication is what makes rosé so distinctive and timeless.

Forbes: It is well-known that Provence is the spiritual home of rosé; how do you think the style represents both the lifestyle and the native grapes and farming?
BH: Provence is the spiritual home of rosé because the style is born from its land and way of life. The pale, dry, elegant wines reflect the Mediterranean lifestyle of freshness, spontaneity and togetherness, while the native grapes and traditional farming practices give them their balance, delicacy and finesse. It is this harmony of culture and terroir that makes Provençal rosé both timeless and distinctive.

Forbes: What do you think about the current rosé movement throughout the globe?
BH: It is not a craze, [but]

a cultural shift. Rosé has become the wine of our time, light, joyful and social. Social media has made it the most shareable wine, while new generations see it as aspirational yet accessible and inclusive. From Provence to Los Angeles rooftops and from Ibiza beach clubs to Bangkok terraces, rosé belongs everywhere.

Forbes: And, how has that changed the perception of the category among wine producers?

BH: Previously, rose was sometimes seen as a compromise. Not so many years ago, it was the least important wine of the winery. The perception of rosé is now global and recognized as its own segment, with producer coming together to promote this and its very inspiring. I love to see that the wineries are putting more effort into the category.

Hafström recommends drinking the wine with friends and while listening to this track, which he calls “The Sound of Bodvár.”

Conducted by phone and email, this interview was edited for length and clarity.