How Yes Way Rosé Won Over the Wine WorldWhat started as a goofy Instagram account is now a fast-growing wine empire, thanks to its founders' ability to make its followers (and customers) feel like part of the conversation.

The year 2020 has been a year that demands wine.

Erica Blumenthal and Nikki Huganir expected this. They didn't expect the reason, of course — the horrible stress, the terrible tragedies, interminable lockdowns. Instead, they were envisioning pool parties, summer getaways, and the other carefree activities that have lifted them toward the top of the summer's hottest wine category. Blumenthal and Huganir are the founders ofYes Way Rosé, a brand that was born out of a catchphrase onInstagrambut whose silly name has led to serious sales: It's the no. 1 French canned wine, the no. 2 sparkling French rosé, and the no. 4 French rosé in America.