Margaret River wine label, Choosy Beggars, has partnered with Coles Liquor Group for the past two years to raise funds and awareness of Movember. This year the Choosy Beggars rosé is the Movember hero, aligning with “brosés’” tastes (i.e. men who enjoy drinking rosé).
The partnership between Coles Liquor Group and its exclusive wine brand, Choosy Beggars raises funds for Movember all year long thanks to a 50-cent donation with the purchase of any of the wines in the selection.
The delicate pink Choosy Beggars rosé sports a handlebar moustache on its label.
“Our Rosé is the most popular variety from the Choosy Beggars range and a hugely sought-after style, but it’s the stereotype that rosé is a ‘feminine’ style that makes this wine an agent for change,” Choosy Beggars wine maker Julian Langworthy said.
“It’s all about challenging stereotypes and expectations about what masculinity means, whether that’s in relation to talking about your health and mental well-being or enjoying a pink drink.
“I’m based in Margaret River, in the heart of this beautiful wine-growing country but I know mental health for men is still such a big issue across regional areas in Australia. I think we’re making progress and events like Movember really are a catalyst for men to open up about what they’re experiencing, it starts a conversation.”
Research from the Movember Foundation has found that a quarter of men globally reported their mental health had deteriorated during the COVID-19 pandemic. Yet only 16 per cent had spoken to a Health Care Provider about their mental health – an issue that has been at the heart of the Movember campaign since its inception in 2003.
Over the past two years, the Choosy Beggars/Coles Liquor partnership raised close to $170,000 for Movember, and with sales of the label growing strongly, the outlook for this year is looking rosy.
Australian rosé has come a long way from its sweet, 1970s heritage to the crisp, Provencal styles that have powered a surge in popularity of pink wines, which have seen impressive sales growth in recent years, according to Coles Liquor wine sourcing manager James Vercoe.
“The fact this Movember fund-raiser runs all year is really special and hopefully it ensures that we keep men’s health on the agenda,” Vercoe said.
“The Choosy Beggars range captures some of WA’s finest wine-growing regions in a selection that regularly receives high scores in wine shows around the country – the previous vintage of the SemSauv and Rosé were given 90 and 92 points respectively from the James Halliday Wine Companion.
“Choosy Beggars winemaker Julian Langworthy makes some of the country’s best rosé wines – he’s really at the vanguard of the rosé revolution that’s taken hold in Australia.”
In addition to raising funds through sales of Choosy Beggars wines, this year Coles is also selling limited-edition moustache-shaped donuts and an exclusive Coles Koi For Men grooming range. A $1 donation from each sale will be go directly to Movember to address mental health and suicide prevention, prostate cancer and testicular cancer.