The first time I saw a chalkboard outside a café touting "frosé" I said, "Uh oh." True quality rosé is beautiful wine. It's a gateway wine—fun, easy and appealing to vinous newbies. But then I saw that chalkboard. Was rosé in danger of becoming passé? Maybe I'm being elitist, I thought. What's wrong with having fun with wine … and serving it frozen from a daiquiri machine?
Wine Spectator's Mitch Frank takes a second look at rosé.
Dr. Hilke Plassmann is an accomplished person. A professor at the international business school INSEAD, she studies marketing by collaborating with neuroscientists to learn how the human brain decides which products to buy. Her most recent study, published in Scientific Reports, hypothesizes that the brain’s anterior prefrontal cortex, which pairs new information from the environment with memories, might help us form expectations about things we are purchasing.
But here’s my problem with Dr. Plassmann’s work. She keeps picking on wine.