Erica Blumenthal and Nikki Huganir launched @yeswayrosé on Instagram in 2013 as a way to share their personal experiences, out and about, enjoying rosé, having fun. The idea caught on, ushering in a community of rosé enthusiasts who embraced the hashtag and solidified Yes Way Rosé as a lifestyle brand.
Meanwhile, rosé sales climbed upwards. By the summer of 2017, Nielsen data showed that rosé sales in the U.S. had increased 53% over the preceding year. If a rising tide raises all ships, Yes Way Rosé was definitely poised for success in early 2018 when the brand rolled out a single wine at retailer Target.
Meanwhile, Target reported “unprecedented” performance earlier this year, boasting its top quarterly comparable sales in 13 years while alcoholwas the fastest-growing element of Target’s food and drinks division in 2017. “We’ve benefited immensely from the loyalty and enthusiasm of those who love shopping at Target,” says Huganir.
Accessibility is a priority to the brand, met by Target’s nationwide footprint. “We know that a delicious dry rosé from France is not easy to come by in every corner of the U.S.,” says Blumenthal. “The availability of our wines in Target stores has allowed us to realize our dreams of reaching people all over the country.”
Besides accessibility, Target is a personality fit for the duo, who both have a background in fashion. Previously, Blumenthal was a Styles section columnist at The New York Times. Huganir—who says the retailer is known for offering “stylish and celebratory” products—held positions as a graphic designer at Madewell and T: The New York Times Style magazine. “The best is seeing Target guests sharing their ‘Target runs’ on social media and seeing how excited they are to find Yes Way Rosé in their local stores,” says Huganir.
The Fall 2018 release of the brand’s second wine, Yes Way Rosé Bubbles, captures the sparkling segment of the wine industry—a category that grew 5.8% in 2017.
While Yes Way Rosé has plans to grow in 2019 with the release of the next vintage of its still wine, Blumenthal and Huganir haven’t named any specific retail outlets yet—for now, consumers will turn to Target to purchase the brand. “We were beyond thrilled that a retailer, such as Target, was able to buy a majority of our first and second wines,” says Blumenthal.
Yes Way Rosé Bubbles is made from 100% Grenache from France made in the Charmat Method. It retails for $14.99 at most Target stores nationwide. A limited supply of Yes Way Rosé wines may also be found at local-to-NYC retail shops.