American wine drinkers have come a long way in the past forty years. It may be difficult to recall—many of us were not even born, and perhaps we subconsciously blocked this dark age from our memories—but there was once a time, in this dearly beloved country of ours, when the average consumer would turn his nose up at the idea of drinking a rosé. Not macho, some said. And that’s not all: it took many years for us to embrace the virtues of good Beaujolais, or to even acknowledge anything other than a Bordeaux or a Burgundy—let alone an oxidative Jura Savagnin.

Progress is in our country’s DNA, and we cannot keep living in the past. That’s right: the time has come for us, as a nation, to start drinking rosé year-round. Our friends in Bandol would scoff at the idea of confining the most versatile and quaffable of wines to the summer months, and rightly so. Why deprive oneself of what is undoubtedly among life’s greatest pleasures?

Here's a reminder that rosé season is as perennial as evergreens and San Francisco fog. So in the name of progress, refreshment, and of course, joy... we urge you to heed this call to arms, by raising your glass of rosé to the sky and joining us in our year-long quest for pleasure, no matter what color it may come in.