Rosé wine has seen steady growth in the U.S. market since 2014 and has since become a wine you enjoy year-round. According to Nielsen, sales of rosé wine exceeded sales of red, white, and even sparkling wines since 2018. This newfound popularity of rosé has led to the birth of the premier rosé celebration La Nuit en Rosé, the world’s first festival dedicated to rosé wine, founded by Pierrick Bouquet in 2014. Not only has La Nuit en Rosé turned into a lifestyle brand, it is also a staple in its category.

Pierrick grew up in Rambouillet on the outskirts of Paris, France. In 2003, at the age of 20, he graduated from Paris-Orsay University with a Computer Science Degree. In 2006, he obtained a master’s degree in International Business Management from the School of Management ESG, a renowned French Business School. He spent a year working in Stockholm, Sweden promoting French wine: “French wine is a product that I was interested in working with because it is part of my roots.” Pierrick caught the travel bug and thanks to the VIE (Volontariat Internationale en Entreprise), a French organization helping graduates find international internships, his U.S. adventure started in 2007.

Pierrick convinced 16 winemakers from the Loire Valley to hire him to promote their wines in the U.S. and find them an importer/distributor. Pierrick moved to New York not knowing the market but determined to succeed. He met an importer, Wineberry, who agreed to import and distribute 5 of his wines. Pierrick quickly became the Loire Valley Ambassador. In 2008, he moved to Orange County, California for a year to promote those exact wines. Pierrick needed something fun to do after work, so he dove into studying American wines which he didn’t know much about. He quickly grew fascinated by American wines and by the way they were marketed. He organized themed wine classes for 40 to 50 people mostly around comparative tastings between French and American wines.

At the end of 2008, Pierrick found himself back in France where he started a small business, My Social Winery, with the sole mission to help French wineries, already being imported to the U.S., establish an online marketing presence. Fast forward two years, now back in the U.S., Pierrick began another business venture, ABLE, with the goal to capitalize on the burgeoning social-media marketing business, in order to promote French wines and restaurants. Pierrick was a pioneer in using social media to market and promote French wines.

While building ABLE, Pierrick also worked as a District Manager for Gabriella Wines; a wine importer based out of New York City. However, Pierrick was not passionate about the sales aspect of the position. Consequently, he confided in Jacques Azoulay, the owner of Gabriella Wines, about how he would much rather channel his energy and passion to portfolio marketing and promotional events. Pierrick and Jacques started pitching event ideas to various wine marketing boards and organizations such as Sopexa, Les Grands Cercles des Vins de Bordeaux, L’Interprofessionnel des Vins de Corse, Wines of South Africa.

In 2013, Pierrick and Jacques pitched the idea of rosé events to the Wines of Provence council. Unfortunately, they did not secure the account: “I am actually glad we didn’t get the contract. It gave me the idea to start our own rosé tasting event, because it was never done before,” Pierrick said. The idea of a cruise flourished and Pierrick tapped into his producer relationships to create a fun event around rosé: “Millennials have jumped on the rosé wagon. They were looking for something fun to drink. Rosé is not only versatile but it’s also pretty. The quality is there, and the brands are fun.”

La Nuit en Rosé debuted in NYC in 2014 and was initially marketed to millennials. The first festival took place on a yacht with 600 people and 3 sessions. The following year, the event was held on a mega boat with 5,000 people and 5 sessions: “It’s still going and it’s funny to see that when we first started La Nuit, 80% of the wine shown were French and 20% from just about anywhere else and now the ratio is 50% French wines and 50% from newer appellations.”

Despite the success of La Nuit en Rosé, Pierrick missed the outdoorsy aspect of rosé. That is how the idea of Pinknic arose. In 2016, Pierrick partnered up with Derek Van Bakergem, who then worked in the canned wine business (whom he met at the first La Nuit) and had a strong music background. Derek is currently in charge of the music program for all the festivals. In 2016, Pinknic took over Governor’s Island. 6,500 people participated in two days. Guests wore pink and white. The lawn was covered with pink picnic items and attendees could purchase wine and food, all while enjoying the mesmerizing sounds of a live DJ. Pinknic has become known for its esthetics and experience: “We would love to develop this concept in different markets such as South Africa and Mexico. Let’s see what happens.”

In 2015, Pierrick launched the inaugural The Great Gatsby Party. He envisioned a not so typical Champagne event and came up with a 1920’s themed party where guests dress for the occasion: “The idea was to dress up and enjoy an exclusive event of glamour and bubblies.”

The Great Gatsby Party 2019 will take place at NYC’s Capitale on December 6th and 7th. Get your tickets HERE and kick off this holiday season in style.

Pierrick is an entrepreneur and innovator who never ceases to amaze with his vision and execution. Stay tuned for new event concepts coming up!

Santé!

Anna

(Carousel photos are courtesy of Pierrick Bouquet)