Drink menus are increasingly offering pink gins, ciders and wines. As Christine Sismondo reports, it’s due both to an increased appreciation of red fruits and, yes, Instagram
It started with Rosé All Day. Sparkling wine followed suit, increasingly showing its pink side. Shortly after, came rose-tinged sour beers and a swath of ciders that had a peachy glow. More recently still, the spirits world also started to colour up, with the emergence of a half-dozen new pink gins on Canadian shelves.
Given the proliferation of pink, we might expect this to be a short-lived fad. The wave of rose-gold ciders and blush wines, though, tells another story – one that can explain a deeper matrix of cultural associations underwriting this trend, which is likely to give it legs.Victoria's Empress Gin starts as a rich purple and changes to pink with the addition of other cocktail ingredients.
“I think there’s been a real resurgence in allowing some colour into your beverage,” says Jordan Ramey, co-founder of Burwood Distillery in Calgary, which does a special annual release of a pink gin. “For a while, anything that was a pink wine, people would think of as a bottom-shelf product. But people aren’t afraid of wines with a little bit of colour any more. I think people are really starting to equate it with fresh again.
It’s not the first time, says Dmitri Logounov, director of operations at New Design Group, which often counsels clients on when to use pink in graphic design. “In the beginning of the last century, boys were associated with the colour of pink, which was a colour of strength,” he says. “Men are starting to wear lots of pink again. I myself have a pink dress shirt that I wear to special meetings. It makes a big impact. It lightens up the board room.
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