Beer Pressure! One in Three Men Would Ditch Beer If No One Was Watching

This summer, The Ivy Collection is flipping the script on drinking culture. Move over pints – rosé is having a moment, and men are leading the charge.

New research shows that while beer still dominates at social events (31%), nearly 1 in 3 men would choose something else if judgment wasn’t on tap. Among under-35s, that number jumps to 42%. The message? Men want rosé – they just need permission to pour.

But here’s the twist: only 4% of Brits picture men sipping rosé, compared to 57% who associate it with women indicating it’s time to rewrite the rules.

To kick off the revolution, The Ivy In The Park, Canary Wharf staged a surprise “Brosé” flashmob on its terrace. Led by viral sensation Adam Lyons, a crew of sharply dressed ‘finance bros’ ditched their lagers for pink pours in a high-energy spectacle that turned heads and shattered stereotypes. The verdict? Rosé isn’t just refreshing – it’s rebellious.

Sip Boldly, Sip Beautifully

As part of The Ivy Collection’s summer-long rosé celebration, guests can indulge in a curated Touch of Rosé menu featuring Whispering Angel and Veuve Clicquot Rosé Champagne wines, and innovative rosé-based cocktails, paired with Riviera-inspired dishes and floral installations that bring Côte d’Azur vibes to the UK.

And here’s the clincher: every Sunday The Ivy Collection restaurants nationwide are offering half price bottles of wine – including rosé – so everyone can enjoy their favourite pink summer sip.

Claudio Sammartino, Wine Educator at The Ivy Collection, says:
“Rosé isn’t just a summer fling – it’s a statement. Men are swapping the pint for something pink, crisp, and unapologetically elegant – sometimes on the sly. The truth? Rosé is one of the most versatile wines out there, pairing effortlessly with everything from seafood to spice. Many of today’s rosés have the elegance, precision, and complexity you’d expect from the finest wines in the world – proof that rosé isn’t just serious business, it’s serious wine. This campaign celebrates choice, style, and the freedom to drink what you love.”

So, whether soaking up the sun or catching up with friends, The Ivy’s Touch of Rosé menu is the ticket to sipping in style – no judgment, just joy.

Raise a glass. Join the Brosé movement. Book now and toast the season in signature Ivy style: https://ivycollection.com/touch-of-rose/

Bookings for half price wine must be made through this link. App members only.

To become a member of The Ivy Premier Rewards App, join here: https://theivycollection.app/