“This place is just made for Instagram!” the visitor to Rosé Mansion exclaims about halfway through his visit. So far, this 21-year-old, along with dozens of other guests, has bounced on large rubber balls meant to symbolize red grapes, scratched and sniffed scents off the walls to learn how smell affects our perception of wine, gazed at an enormous flowchart to learn about fermentation, spent some time sitting on the throne of Cleopatra—who, we all learn, was a big fan of rosé—and of course, tasted several different wines along the way.
The crowd is in a downright celebratory mood as we make our way from room to room at this new attraction—part theme park, part museum, and part wine tasting—in New York City.
Throngs of visitors have descended on Rosé Mansion, first after its opening as a pop-up in 2018, and now at its permanent Midtown Manhattan location, which opened in June of this year. Its popularity has confirmed the vision of its cofounders, Tyler Balliet and Morgan First, who believed that there were thousands of young wine drinkers interested in learning about wine in ways other than traditional wine tastings, seminars, and classrooms. The key was to make experiences that were engaging, fun, and shareable, either with friends in real life or through social media channels.
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