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Yes Way Rosé Is Headed to Target

The wine that took Instagram by storm is heading for a nationwide release, and that’s not all founders Nikki Huganir and Erica Blumenthal have up their sleeves.


Yes Way Rosé—the wine brand that has blown up Instagram with its millennial pink motif and drawn followers as much for its rosé wine as its branded candles and tote bags—will soon make its way onto Target’s shelves. On March 4, lovers of all drinks pink will find the brand’s flagship rosé at stores nationwide.

In case you hadn’t heard, Yes Way Rosé launched in 2013. It was created by gal-pals Nikki Huganir and Erica Blumenthal. Each hailed from the fashion world—Huganir worked as an art director, while Blumenthal worked as a fashion editor. Together, they created a pink-hued Instagram account that became wildly popular—and that eventually led to the creation of a line of products: hats, T-shirts, totes, cards, towels, and yes, wine.

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