update! re: grapage without breakage
The Drop's CEO, Alexis Beechen, sent me a four-pack of samples to taste. The packaging is irresistibly irreverent and surf-inspired, with that adorable corkscrew-clutching lobster signifying that this drink should not be taken seriously. The wine is an 11% ABV blend of Chenin Blanc, Zinfandel and Syrah sourced from Lodi, California. I have absolutely no idea what the vinification technique was, but could take a few educated guesses. But I'm not The Drop's target audience. If I were a college student, I would lap this stuff up. My tasting notes are: "Citrus soda (Fresca?) with a hint of Kool-Aid." Bottom line: It's basically alco-pop, but the packaging is brilliant. If it gets your nephew or niece interested in rosé, I'm all for it.
Well, forget what I said on April 21 about rosé keeping the glass bottle industry afloat, because certain denizens of Manhattan and The Hamptons will be getting their pink in four-packs of 8.4-ounce skinny cans this summer.
The name of The Drop is a surfing reference, although the website's definition—"the make-or-break decision to paddle directly into a wave as it’s breaking behind you"—doesn't jibe with my recollection of that term, which wouldn't involve paddling, but rather getting up on your feet and getting down the wall of the wave. (I always understood "the drop" to be akin to "dropping in" off a ledge in skiing, skating or BMX biking. Am I right or wrong, surfers?)
But heck, kids these days have their own way of speaking. Such as "Quality grapage, no breakage." That's the catchphrase dreamed up by design and branding firm Safari Sundays, whose strategy director is quoted on The Dieline admitting, "We had a specific type of millennial bro that we wanted to talk to."
So it's rosé in a can. It's for millennial bros. And we don't know much of anything about the grapes. The wine is simply labeled "California Dry Rosé," and is packaged in Lodi, California.
A little snooping turns up the facts that the brand was started by a pair of recent Columbia Business School grads who have set up shop at the Soho West location of wework, a shared office space.
The Drop has not made its way to the Left Coast yet, but I'll try to track down a can and report back to you after I've dropped in.