This graph shows U.S. searches for rosé and white wine over the past five years. There are several interesting points about this graph. The first point is the annual spike over the holidays: Thanksgiving and Christmas/New Years generate a substantial increase in traffic. This was true across all alcohol search terms that I observed.
Another interesting element to the graph was the cyclical nature of rosé. There's a clear spike in the summer months, which becomes increasingly apparent from 2015 onwards. White wine, by comparison, has a far less visible seasonal change. Summer 2017 showed enormous growth for rosé, handily outdoing the search presence of white wine.
These metrics don't paint a perfect picture: obviously searching for a wine is not equivalent to drinking it. Other consumption metrics are likely more reliable. However, the last piece of data that I found interesting was Google's correlate tool, which identifies the search terms that are highly correlated with others. For example, the search term "winter" is highly correlated with "men's ski." The results for "rose wine" were as follows:
Some of these make a ton of sense (cooler bags! parks!) while others are totally bizarre (air mattress pump?) but the list was pretty entertaining overall. I have a working theory that corn is primarily consumed in the summer by both people and dogs at barbecues where rosé is served, but would love to hear other ideas that could be driving that list.
Happy searching!
Good guess, Ann!
ReplyDeleteGreat post, Ann! I want to take a guess on your air mattress pump inquiry, and I think it's another point that has to do with people enjoying Rose in the summer.
ReplyDeleteAs someone who has purchased an outdoor mattress for camping, but forgot to buy the pump that wasn't included with the mattress (what the hell!), I think that people are buying rose and taking it camping. One can stock the car with their cooler bag full of rose, check out the weather at the lake, pack their camping mattress and pump, and then head out for a weekend of camping with their friends.
This seems like a big change from all of the beer and Wrangler's jeans commercials that show a bunch of folks going to the lake with their golden retriever and drinking beer by the fire. Instead it seems that our new brand of campers are taking their chilled wine of choice to drink by the lake. I just hope the golden retriever still gets to come.