We’re all crazy about rosé. Even though the number of people who consume alcohol in the US keeps falling (for the third year in a row now, according to beverage market analyst IWSR), pink is still on the up and up.

Sales of rosé wine in the US are growing by more than 40% a year, says data firm Nielsen, the fastest growth rate of any category. Perhaps surprisingly, it seems that it’s especially appealing to guys, with 56% consumed by men.

None of this has gone unnoticed by the other drinks sectors, including cider, vodka and gin, who are studying these trends with increasing interest, keen for a taste of la vie en rose.