HOW TO OWN A CULTURAL MOMENT: WITH PERSONALITÉ

Yes Way Rosé began as a playful Instagram account. Now it’s one of the buzziest wines in America. What happened? It’s a case study in spotting the cultural moment before it explodes…and giving it a voice.

- STEPHANIE SCHOMER

The year 2020 was a year that demanded wine. Erica Blumenthal and Nikki Huganir expected this. They didn’t expect the reason, of course—the horrible stress, the terrible tragedies, interminable lockdowns. Instead, they were envisioning pool parties, summer getaways, and the other carefree activities that lifted them toward the top of the summer’s hottest wine category. Blumenthal and Huganir are the founders of Yes Way Rosé, a brand that was born out of a catchphrase on Instagram but whose silly name has led to serious sales: It’s the no. 1 French canned wine, the no. 2 sparkling French rosé, and the no. 4 French rosé in America.

Back in March of last year, just days before the nation spiraled into crisis, I visited them as they prepped for what was supposed to be a booming summer. It was 10 A.M. on a freezing morning, inside a photo studio in New York’s garment district, and a photographer and a food stylist were on hand to make summertime marketing materials. They’d whipped up a punch that really did look delicious: watermelon juice, vodka, and, of course, Yes Way Rosé.

The two founders toasted each other before glancing my way and becoming acutely aware of the morning hour. “We have to test the product to know that it’s good,” Huganir said coyly. The team on set laughed, then got to work. No one had any idea what was coming.