When Josh Ostrovsky (aka The Fat Jew) and brothers Tanner and David Oliver Cohen (founders of the White Girl Problems Twitter account) joined forces to launch White Girl Rosé last summer, they were able to corner the market thanks to their deep understanding of their core audience — better known as "basics."
"We realized very early two important facts. Number one is that millennials are the biggest group of people who buy wine. And number two, they don’t know anything about it," David told Pret-a-Reporter of their target demographic during a rooftop tasting at the London West Hollywood hotel. "So you walk into a wine store, this stands out to them."
Indeed, the White Girl Rosé bottle — with its cheeky label and cork reading "Yas" — was an instant branded success, becoming the No. 2 best-selling rosé in New York state after last summer's launch with a quarter of a million bottles sold between July and September. (Not to mention, over 50,000 tagged Instagram photos.)
This season, however, the boys are taking White Girl Rosé to the next level by introducing Babe — their signature rosé with bubbles in a can. "Our demographic is drinking in nontraditional locations, like bathrooms, gas stations, Ubers. So we needed something portable. We need something that you can just chill with for going wherever," said Ostrovsky, adding that it's the perfect go-to alternative for beer at sporting events, concerts or "the office."