What accounts for the success of Unicorn Tears<\/em>? And how does it differ from an authentic wine rooted in a real terroir?<\/h2>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/span><\/span><\/span>The world of food was upended by a new trend and an ensuing media hubbub following the launch of Unicorn Tears Ros\u00e9<\/strong> at the beginning of 2019.
\nInitially a boom on social media, this unusual new product has now gained sufficient traction to feature in the lifestyle sections of major magazines, piquing the curiosity of many readers and going viral<\/strong> in the process.<\/p>\n<\/div><\/div><\/div><\/div><\/div>![](\"https:\/\/www.adottaunfilare.com\/wp-content\/uploads\/2017\/05\/row.png\")
<\/span><\/div><\/div><\/div><\/div><\/div><\/div>Instagram and visual aesthetics<\/strong><\/h3>\nIt’s pink, it glitters and it\u2019s perfect on Instagram!<\/strong><\/em><\/p>\nThis is the essence of a pink wine made from unicorn tears.
\nYou don’t have to spend more than a few minutes on Instagram to see that food and drink<\/strong> are the perfect format to snag users<\/strong> hungry for a quick visual snack.<\/p>\nRecent studies estimate that the 18-35 age group spends five entire days each year grazing on images of food and moreover, that this practice heavily influences<\/strong> their buying patterns<\/strong>.
\nThis explains the fevered rush of both companies and marketers to tether fickle consumers<\/strong> with images they can relate to<\/strong> and follow on with products that match the fashion and lifestyle trends of the moment.<\/p>\n<\/div>![](\"https:\/\/www.adottaunfilare.com\/wp-content\/uploads\/2019\/02\/vino-rose\u0300-consumatori.jpg\")
<\/span><\/div><\/div><\/div>A wizard of self-promotion <\/strong><\/h3>\nAccording to noted food stylist Adeline Waugh:
\n\u201cWith all the things that are going on in the world at the moment, people just want to play with their food, or look at a picture of food that is brightly coloured, happy and fun.\u201d
\n<\/em>Thus the Spanish producer of Unicorn Tears has exploited the social media trend for highly-coloured food<\/em><\/strong> and harnessed the phenomenon known as \u2018millennial pink\u2019<\/em><\/strong> to garner user attention. From unicorn renditions of pizza, sushi, smoothies and cupcakes, pink food accounts for about 54,150 of the #millennial photos with another 30,000 hashtagged to #pinkfood, making everyone’s newsfeed<\/em> a lot more colourful.<\/p>\n<\/div>![](\"https:\/\/www.adottaunfilare.com\/wp-content\/uploads\/2019\/02\/vino-unicorno.jpg\")
<\/span><\/div>Many companies in the food sector have added an alter-ego, \u2018pink glamour\u2019 version to established product ranges. And keeping the recipe of Unicorn Tears a secret<\/strong> has been an astute marketing move on the part of the producer. Implying that it is made with ‘real\u2019 unicorn tears tells a story<\/strong> and makes a fable<\/strong> of it, adding a magical aura and surrounding it with mystery. Altogether this creates an appealing nostalgia for the millennial age group.<\/p>\n<\/div><\/div><\/div>Hence the question: is it better to be popular, or better to be authentic? And how to tell the difference between the two <\/strong><\/h3>\nFrom an oenological point of view<\/strong>, Unicorn Tears has provoked the indignation of experts and wine cognoscenti alike, because paradoxically, the wine seems to have some of the taste and characteristics of real ros\u00e9 wines. However, fine ros\u00e9 wines and the product called Unicorn Tears have little in common with respect to production process, tradition, and the relationship to terroir<\/em><\/strong>, bringing the notion of authenticity<\/strong> to the fore.<\/p>\nFor a moment let\u2019s put aside the buzz, de-consecrate fashion<\/em> and ignore labels<\/em>, all of which have such undeniable impact in the vast world of wine. Instead let’s consider the pedigree of terroir<\/em>-rooted wine\u2013soil, history, and the tradition for making real wine<\/strong> that has run in the veins of winemakers for generations. These values<\/em><\/strong> will outlast momentary popularity<\/strong> and surmount the current vogue for instant fame. And just as surely, Unicorn Tears will be consigned to the oubliettes<\/em> of millennial memory, when its lack of back story and content become obvious.<\/p>\n<\/div>![](\"https:\/\/www.adottaunfilare.com\/wp-content\/uploads\/2019\/02\/vini-territorio-autentici.jpg\")
<\/span><\/div><\/div><\/div>\u00a0It is indeed pink but it\u2019s not rosato<\/strong><\/h3>\nComing back to Unicorn wine, many articles have described it as a ros\u00e9<\/strong>; here’s why it is isn’t<\/strong> one<\/strong>. Unicorns aside, although there is a great deal of confusion about ros\u00e9 wines, they all have certain production processes in common. For example, Langhe DOC Rosato<\/strong><\/a>, made from an indigenous grape variety, is a good illustration of the differences between unicorn tears and a real ros\u00e9 wine and hence a good reason for unicorn wine to stay shrouded in nebulous mystery on social media.<\/p>\nReal ros\u00e9 wines begin life much like red wine<\/strong>. They begin with black grapes, in this case Nebbiolo, harvested at the end of August and then crushed and macerated for just six hours. The skins have just enough contact with the wine to impart tannins, aroma and polyphenols and ros\u00e9\u2019s characteristic pink colour<\/strong>.
\nA soft pressing then separates skins from the must. The must is then decanted into temperature-controlled tanks for 12 hours and ferments for 20 days at 18\u00b0C.<\/p>\nOf all the types of ros\u00e9 wine\u2013from large and small producers, with different grape varieties, maceration times, geographic origin and other characteristics besides\u2013each has its own perfumes and sensations that make it unique and inimitable<\/strong>.<\/p>\n<\/div>
The world of food was upended by a new trend and an ensuing media hubbub following the launch of Unicorn Tears Ros\u00e9<\/strong> at the beginning of 2019. It’s pink, it glitters and it\u2019s perfect on Instagram!<\/strong><\/em><\/p>\n This is the essence of a pink wine made from unicorn tears. Recent studies estimate that the 18-35 age group spends five entire days each year grazing on images of food and moreover, that this practice heavily influences<\/strong> their buying patterns<\/strong>. According to noted food stylist Adeline Waugh: Many companies in the food sector have added an alter-ego, \u2018pink glamour\u2019 version to established product ranges. And keeping the recipe of Unicorn Tears a secret<\/strong> has been an astute marketing move on the part of the producer. Implying that it is made with ‘real\u2019 unicorn tears tells a story<\/strong> and makes a fable<\/strong> of it, adding a magical aura and surrounding it with mystery. Altogether this creates an appealing nostalgia for the millennial age group.<\/p>\n<\/div> From an oenological point of view<\/strong>, Unicorn Tears has provoked the indignation of experts and wine cognoscenti alike, because paradoxically, the wine seems to have some of the taste and characteristics of real ros\u00e9 wines. However, fine ros\u00e9 wines and the product called Unicorn Tears have little in common with respect to production process, tradition, and the relationship to terroir<\/em><\/strong>, bringing the notion of authenticity<\/strong> to the fore.<\/p>\n For a moment let\u2019s put aside the buzz, de-consecrate fashion<\/em> and ignore labels<\/em>, all of which have such undeniable impact in the vast world of wine. Instead let’s consider the pedigree of terroir<\/em>-rooted wine\u2013soil, history, and the tradition for making real wine<\/strong> that has run in the veins of winemakers for generations. These values<\/em><\/strong> will outlast momentary popularity<\/strong> and surmount the current vogue for instant fame. And just as surely, Unicorn Tears will be consigned to the oubliettes<\/em> of millennial memory, when its lack of back story and content become obvious.<\/p>\n<\/div> Coming back to Unicorn wine, many articles have described it as a ros\u00e9<\/strong>; here’s why it is isn’t<\/strong> one<\/strong>. Unicorns aside, although there is a great deal of confusion about ros\u00e9 wines, they all have certain production processes in common. For example, Langhe DOC Rosato<\/strong><\/a>, made from an indigenous grape variety, is a good illustration of the differences between unicorn tears and a real ros\u00e9 wine and hence a good reason for unicorn wine to stay shrouded in nebulous mystery on social media.<\/p>\n Real ros\u00e9 wines begin life much like red wine<\/strong>. They begin with black grapes, in this case Nebbiolo, harvested at the end of August and then crushed and macerated for just six hours. The skins have just enough contact with the wine to impart tannins, aroma and polyphenols and ros\u00e9\u2019s characteristic pink colour<\/strong>. Of all the types of ros\u00e9 wine\u2013from large and small producers, with different grape varieties, maceration times, geographic origin and other characteristics besides\u2013each has its own perfumes and sensations that make it unique and inimitable<\/strong>.<\/p>\n<\/div>
\nInitially a boom on social media, this unusual new product has now gained sufficient traction to feature in the lifestyle sections of major magazines, piquing the curiosity of many readers and going viral<\/strong> in the process.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/span><\/div>Instagram and visual aesthetics<\/strong><\/h3>\n
\nYou don’t have to spend more than a few minutes on Instagram to see that food and drink<\/strong> are the perfect format to snag users<\/strong> hungry for a quick visual snack.<\/p>\n
\nThis explains the fevered rush of both companies and marketers to tether fickle consumers<\/strong> with images they can relate to<\/strong> and follow on with products that match the fashion and lifestyle trends of the moment.<\/p>\n<\/div><\/span><\/div>A wizard of self-promotion <\/strong><\/h3>\n
\n\u201cWith all the things that are going on in the world at the moment, people just want to play with their food, or look at a picture of food that is brightly coloured, happy and fun.\u201d
\n<\/em>Thus the Spanish producer of Unicorn Tears has exploited the social media trend for highly-coloured food<\/em><\/strong> and harnessed the phenomenon known as \u2018millennial pink\u2019<\/em><\/strong> to garner user attention. From unicorn renditions of pizza, sushi, smoothies and cupcakes, pink food accounts for about 54,150 of the #millennial photos with another 30,000 hashtagged to #pinkfood, making everyone’s newsfeed<\/em> a lot more colourful.<\/p>\n<\/div><\/span><\/div>Hence the question: is it better to be popular, or better to be authentic? And how to tell the difference between the two <\/strong><\/h3>\n
<\/span><\/div>\u00a0It is indeed pink but it\u2019s not rosato<\/strong><\/h3>\n
\nA soft pressing then separates skins from the must. The must is then decanted into temperature-controlled tanks for 12 hours and ferments for 20 days at 18\u00b0C.<\/p>\n
![](\"https:\/\/www.adottaunfilare.com\/wp-content\/uploads\/2019\/02\/ingradienti-vino-unicorno.jpg\")
<\/span><\/div>![\"wine](\"https:\/\/www.adottaunfilare.com\/wp-content\/uploads\/2019\/02\/rose\u0301-wine-langhe-doc-nebbiolo.jpg\")
<\/a><\/span><\/div>