Newfound interest in rosé reflects a backlash against the cooler-than-thou obscurity of undiscovered niche labels.

As summer nears, once again we’re on the cusp of “rosé season.” While late spring often sees attempts to elevate the red-headed stepchild of the wine world into a product worthy of connoisseurship, this year something different is afoot: a knowing celebration of rosé’s bland charm.

For perhaps the first time, a wine label is emerging from the self-aware world of Instagram—and, no surprise, it’s a rosé. Social media star @thefatjewish, with 4.2m Instagram followers and counting, has made a career out of fondly mocking “basic” behavior (example: “exercising for just 10 minutes a day raises your risk of posting inspirational quotes by 60%”). His wine, White Girl, is a rosé with the Hamptons-ready tagline “this is so us.”

It’s not just a social media phenomenon. After sell-out events in New York and Miami, the all-rosé wine festival La Nuit en Rosé is expanding to Los Angeles in June, and holding a second Manhattan edition.

The newfound interest in rosé also reflects a larger trend afoot in the wine world: a backlash against the cooler-than-thou obscurity of undiscovered niche labels. As online spirits magazine Punch wrote in October 2014, this could be considered wine’s “normcore” moment.

“The way one can ask for it in a restaurant or store (‘I’ll have the rosé’) conveys a blankness that can be utilized by both wine nerds and regular people alike—the perfect choice for blending in,” Punch wrote. 2015 may turn out to be the summer of blush.

Image credit: Nasty Gal