Rosé Day in St. Louis: A Springtime Festival of Pink Wine and Purpose

Each spring, the historic Central West End neighborhood of St. Louis transforms into a rosy-hued celebration during Rosé Day STL – an annual “walking wine festival” devoted to everyone’s favorite pink drink. What began as a casual idea sparked over a bottle of rosé has blossomed into a beloved tradition that combines wine tasting, community spirit, and philanthropy. For the 7th consecutive year, you'll see fest-goers strolling between local shops and patios with walkable glasses in hand, sampling a curated lineup of rosé wines and soaking in an atmosphere of joy and “big city vibrancy." It’s part street festival, part wine tasting, and part charity event – all wrapped up in a lively, Instagram-worthy day out.

This year, the event will be held on May 3rd from noon to 5pm. See poster attached, and let us know if you want one for your storefront! Tickets at www.rosedaystl.com.

Atmosphere and Crowd: “Drink Pink” Energy in the CWE

On Rosé Day, the CWE comes alive with festive energy. The sidewalks fill with thousands of wine enthusiasts chatting and laughing, creating a block-party feel. In fact, after the first few iterations sold out consecutively, the event now draws over 3,000 attendees each year. The crowd is diverse – couples, friends, wine aficionados and casual sippers alike – but there’s a noticeable “girls’ day out” vibe, as groups of friends (often in matching outfits or themes) wander from stop to stop. Many guests fully embrace the pink theme in their fashion: you’ll spot floral sundresses, pastel shirts, and even Derby-style hats adorned with flowers or ribbons, a nod to the event’s timing around Kentucky Derby weekend. Others opt for playful attire like “Rosé All Day” t-shirts and sparkling accessories, showing that whether you dress casually chic or fabulously flamboyant, it’s all about celebrating in style. The overall atmosphere is one of sociable, lighthearted fun – strangers toast together, music drifts through the streets, and the Central West End itself provides a picturesque backdrop of tree-lined streets and elegant architecture.

Despite the party ambiance, Rosé Day remains friendly and relaxed. Organizers encourage a leisurely pace: “It’s not a relay, and there are no participation prizes. The big prize [is] the chance to learn about the awesome organizations we’ve partnered with,” they remind attendees. This ethos creates a refreshingly welcoming mood – people aren’t just drinking, they’re also engaging in conversations about local causes (more on that later). An official festival guide is available to help groups plan their route, but there’s “no wrong way to rosé” – you can start at any tasting stop, wander at will, and truly make the day your own. The result is a free-flowing crowd that pops in and out of boutiques, pauses for street performances, and gathers at photo-op stations. Attendees and organizers alike describe the scene as “so much joy, all the good vibes,” with the neighborhood buzzing in celebration.

Wine and Culinary Delights: Sipping, Snacking, and Savoring

At the heart of Rosé Day is, of course, the wine. Each ticket serves as a “passport” to 10+ tasting stations, granting the holder a keepsake wine glass and a map of pouring locations. With this glass, participants meander through the CWE to enjoy generous pours of a wide range of rosé wines – typically ten or more varieties of rosé, from light, crisp Provençal bottles to bold New World blends. In 2025, the event will feature 13+ curated rosé samples (plus the occasional bonus pour). The selections often span the globe, giving attendees a chance to taste rosés from around the world as they explore each stop. 

While pink wine is the star, it’s not the only refreshment on the menu. Organizers make a point to include creative libations and bites to keep things interesting. In past years, some stations surprised guests with rosé-inspired twists – for example, one year featured a rosé tequila cocktail, a rosé-tinted craft beer, and even a hard cider among the offerings. 

These unique sips complement the wines and add an extra element of discovery for beverage enthusiasts. Likewise, food is an important part of the Rosé Day experience. The Central West End is packed with acclaimed eateries, and many of them join in the festivities. Partner restaurants set up tasting bites or offer special menu items to pair with the wine. In 2019, certain stops handed out savory samples (imagine nibbling a BBQ slider or a gourmet cheese bite alongside your rosé). In addition, food vendors and nearby cafés ensure that no one goes hungry – it’s easy to grab an ice cream, a pretzel, or other street fare in between sips.Festival-goers are in fact advised to come “thirsty and hungry!." Throughout the afternoon, you might sample a dry French rosé at a chic boutique, then pop next door where a local restaurant is dishing out its famous toasted ravioli or tacos. Some of the neighborhood’s favorite spots – from Bar Italia (known for its patio and pasta) to BBQ Saloon (serving smoky barbecue treats) – have participated and offered Rosé Day specials.. All along Euclid and neighboring avenues, bars and pubs join too, occasionally mixing up pink cocktails or frozé (frozen rosé slushies) to keep the theme going. And because the event runs roughly noon to 5 PM, it often segues perfectly into dinner plans – many attendees cap off their day by returning to a favorite CWE restaurant they discovered during the festival, taking advantage of the exclusive discounts Rosé Day partners offer to ticket-holders.

Music, Entertainment, and Activities

Rosé Day is far more than just roaming with a drink. It’s an immersive street festival with live entertainment and interactive fun at every turn. As you wander the route, you’ll encounter local musicians and performers filling the air with music. One corner might have a soulful singer-songwriter strumming on a small stage; down the block, a jazz trio or upbeat DJ could be entertaining a crowd of dancers who have momentarily put down their wine glasses to groove. In some years, organizers set up a dedicated entertainment stage at the central Festival Marketplace, hosting a lineup of bands, dancers, and even event announcements or contests. The music adds a festive soundtrack to the day, energizing the streets and occasionally prompting spontaneous sing-alongs when a favorite tune plays.

Beyond the music, Rosé Day offers plenty of diversions and activities to engage attendees between tastings. Art is a big part of the neighborhood’s identity, so it’s not uncommon for art galleries to open their doors for Rosé Day specials – you can sip your wine while browsing local art exhibits.Some stops have featured games or playful activities (for example, one venue is an arcade bar, Up-Down, where attendees could play vintage pinball or Pac-Man while enjoying their rosé sampler. 

A centerpiece of the daytime activities is the Rosé Day Festival Marketplace, an open-air market that will pop up this year on McPherson between Euclid and Walton. This marketplace, typically curated by local organizations like The Women’s Creative, brings together dozens of vendor booths showcasing handcrafted goods, fashion, art, and gourmet treats. Most vendors are women-owned or minority-owned small businesses, reflecting the event’s empowerment theme. As attendees wander through, they shop for jewelry, pick up artisan candles or spices, browse trendy boutique clothing, try new skincare products or sample locally made foods. The market not only provides a shopping opportunity but also extends the inclusive spirit of the day – no ticket is required to enter the marketplace, so even passersby can join that part of the fun! 

All told, the mix of shopping, music, and art means there’s always something to do between wine stops – attendees often remark that the festival feels like “a little bit of everything” that makes St. Louis great, rolled into one day.

Fashion and Instagrammable Moments

One of the most delightful aspects of Rosé Day is how attendees and organizers alike lean into the event’s fun visual theme. The unofficial dress code might as well be “wear pink and look fabulous.” Many guests treat Rosé Day as a chance to dress up in their spring best – pink sun hats, rose-printed dresses, and chic sunglasses abound. Given the timing (early May), some draw inspiration from the Kentucky Derby’s high fashion: big, elegant hats and pastel-colored suits mix with more casual jeans-and-tee outfits, creating a tapestry of styles. The common thread is a celebratory, camera-ready flair. It’s not unusual to see coordinated friend groups sporting matching rosé-themed attire – whether it’s custom t-shirts emblazoned with slogans like “Stop and Smell the Rosé” or just a mutual agreement that everyone will wear something in the blush/peach color family. This festive fashion element has grown each year, to the point where strolling the festival offers as much people-watching enjoyment as it does wine tasting.

Organizers have amplified the style and social media appeal by installing numerous photo-worthy backdrops and installations throughout the festival. True to the Instagram age, “Instagram-worthy moments abound!” promises the event websiterosedaystl.com. And they deliver: past Rosé Days have featured a beautiful “rosé rose wall” — a large wall covered in pink and red silk roses where attendees line up to snap selfies. There are often oversized wine glass props, neon signs with cheeky phrases like “Rosé All Day”, and step-and-repeat banners with the event logo and sponsor names for more formal photo ops. The official hashtag #RoséDaySTL is printed on signage and even on some decorations (like a giant pink picture frame) to encourage sharing. Thanks to these touches, social feeds fill up with colorful snapshots: friends clinking their rosé-filled glasses in front of a flower backdrop, or attendees posing in their finest outfits under the spring sunshine. In 2022, one popular installation was an artsy set of angel wings painted in shades of pink, where you could stand in the center as though sprouting rosy wings – a perfect Instagram shot. Another year saw a vintage Volkswagen bus painted pink and converted into a photo booth on wheels. These standout installations not only give people memorable pictures, but also capture the whimsical, celebratory spirit of the day.

The fashion and photo culture of Rosé Day has essentially turned the festival into a see-and-be-seen event on the St. Louis social calendar. Local style bloggers often attend and later post “best dressed” roundups. The combination of wine, spring weather, and creative decor makes Rosé Day a picture-perfect occasion – and that’s by design. As one organizer put it, the festival is meant to be “a sunshine-ing day” where the community can “rosé the day away” in style. Judging by the enthusiastic photos and the parade of pink outfits each year, it’s clear that attendees have taken that message to heart.

Community Impact and Partnerships

What truly sets Rosé Day apart is its marriage of celebration and cause. Beneath the clinking glasses and pink pompoms lies a serious purpose: supporting and spotlighting non-profit organizations that empower women and girls in the St. Louis region. From its inception, Rosé Day’s mission has been to “raise awareness for the amazing women’s-focused non-profit causes." Each year, the event partners with around 10 local non-profits that address a range of issues, from women’s health and cancer support to domestic violence prevention, education, and economic empowerment.. As participants follow their wine-tasting “passport,” each stop is womanned by a different organization – and the experience is designed to facilitate learning about their work. Attendees are encouraged to chat with the volunteers at each station, ask questions, and discover ways to get involved. Rather than just grabbing a pour and moving on, many people find themselves moved or inspired by these conversations. “These are non-profits changing lives, empowering women and girls right here in the community,” the Rosé Day team emphasizes, urging everyone to engage with the mission behind the event.

Rosé Day’s ticketing itself is structured to benefit these causes. For every ticket sold, $10 is donated to one of the partner nonprofits – and the buyer gets to choose which one when purchasing. This means each attendee enters the festival already contributing to a cause they care about. Over the years, the roster of beneficiaries has included well-known groups like Susan G. Komen Missouri (for breast cancer awareness) and Planned Parenthood, as well as local organizations like Safe Connections (which supports domestic violence survivors), St. Louis Ovarian Cancer Awareness, Girls on the Run, St. Louis Diaper Bank, St. Louis Ovarian Cancer Awareness, LifeWise, Habitat for Humanity St. Louis (Women Build programs), and many more.. The diversity of charities ensures a broad impact – one person’s ticket might help fund mammograms, while another’s might support mentoring for girls or shelter for women in crisis. Collectively, the event shines a light on the vital work these nonprofits do. It even addresses a larger issue: nationally, only about 4–7% of institutional philanthropy goes towards women and girls’ organizations, a statistic Rosé Day highlights and strives to improve.  By toasting to change (quite literally), the festival creates a platform for these groups to reach new supporters. It’s not uncommon for attendees to sign up to volunteer or attend future charity events after meeting the passionate representatives at Rosé Day booths.

In addition to the non-profits, Rosé Day is bolstered by community partnerships and sponsors that make the event possible. Local businesses in the Central West End are not just venues but active collaborators: they host tasting stations on their patios or inside their stores, donate a portion of their sales that day to the charity pool, and help with the festival logistics. The event also garners support from corporate sponsors; for example, the 2019 Rosé Day was presented by St. Louis Community Credit Union, which lent its name and resources to amplify the festival’s reach.Media partners and local influencers often team up to promote ticket sales (in 2021, a popular radio host, Staci Static, featured Rosé Day on Fox2 News to help bring the crowd back after the 2020 hiatus. Furthermore, entrepreneurial groups like The Women’s Creative (a St. Louis collective that supports women-led businesses) have co-organized portions of the event such as the vendor marketplace. These partnerships underscore a key aspect of Rosé Day’s spirit: it’s a community-wide effort, uniting many small contributions to create something big and impactful. From banks to boutiques, everyone involved shares the goal of “raising a glass, and raising awareness” for worthy causes.

Highlights Through the Years: Growth and Unforgettable Moments

Rosé Day in St. Louis has evolved significantly since its early days, each year adding new flavors – both literal and figurative – to the experience. Launched in 2018 (with just a few hundred attendees in its first edition), it quickly caught on. By its second year (2019), the festival expanded its footprint and introduced more interactive elements, like the rosé cocktail experiments and a greater variety of vendors. That 2019 event also solidified the tradition of incorporating philanthropy deeply into the day, with major organizations like Susan G. Komen Missouri joining and a growing volunteer committee driving the mission. The momentum was so strong that plans were made for 2020 to be the biggest Rosé Day yet, even expanding the concept to a second city (Springfield, MO) to spread the “drink pink for a cause” gospel.

Then, as we know, 2020 brought the world to a standstill. Rosé Day’s third annual celebration was postponed due to the COVID-19 pandemic, just weeks before it was set to happen. But the story didn’t end there – in 2021 the festival came “ROSE’ing” back (as one might say) with a renewed purpose. Billed humorously as the third annual event (picking up where it left off), Rosé Day 2021 was adapted for safety: it took place entirely outdoors, with an emphasis on social distancing and sanitation, allowing St. Louisans to finally reunite in the CWE streets for some much-needed celebration.. Despite the adjustments, the core of the event remained unchanged – if anything, the community’s appetite for coming together (and for rosé wine!) was stronger than ever. The 2021 festival sold out quickly, proving that not even a pandemic could dull the city’s enthusiasm for this unique tradition.

By 2022 and 2023, Rosé Day was in full swing again and growing. The 2022 event  stands out as a highlight: it featured 12 different tasting stations weaving through the neighborhood – from Left Bank Books (a beloved indie bookstore) to the retro-cool Up-Down Arcade Bar, the smokin’ Salt + Smoke BBQ restaurant, and even a stop at Liberty Cannabis (illustrating the eclectic mix of participants). The Festival Marketplace that year was the largest to date, and a full live music stage entertained crowds at the main intersection. “It’s more than just an excuse to sip wine,” organizers wrote, noting that 2022’s gathering aimed to spotlight the fact that women and girls in St. Louis still face significant challenges – something the featured charities are working to change. There was a palpable sense of camaraderie and meaning that year: one could taste a refreshing rosé, then chat with a Habitat for Humanity rep about a women-led home-building project, all in the span of a block. Attendees left not only with complimentary wine glasses and perhaps a sunburn, but often with new knowledge or inspiration to volunteer.

Rosé Day 2024 continued to build on that legacy. Now in its sixth year, the event offered “more wine than ever” and an even bigger turnout. Anecdotes from 2024 include a marriage proposal that happened in front of the flower wall (to roaring applause from nearby strangers), and a flash mob dance that surprised the crowd near the main stage. Each year seems to bring its own special moment – a testament to how Rosé Day has become part of the fabric of St. Louis’s social life. The organizers, under the banner of the 50 Roses Foundation, have indicated plans to keep innovating for future years, possibly adding new markets or thematic twists. But at its heart, Rosé Day remains what it started as: a joyful celebration of wine, community, and cause, perfectly timed to usher in the St. Louis spring.

Rosé Day in the CWE is an experience that transcends a typical wine festival. It’s a day where attendees can sip and stroll through a beautiful historic district, decked out in pink and surrounded by music and laughter. It’s a day where local businesses and charities stand shoulder to shoulder, turning a Saturday afternoon into a force for good. Whether they come for the rosé (and there’s plenty of that!), the food and music, the shopping, or the social buzz, each person leaves with a sense of having been part of something uniquely uplifting. As the festival’s motto aptly suggests, it’s about raising a glass and raising awareness – a combination that gives Rosé Day a flavor all its own.. For anyone looking to experience St. Louis at its most vibrant and generous, Rosé Day in the CWE is the place to be – year after year, it continues to capture the spirit of a community that knows how to have fun and make a difference at the same time. Cheers to that, and “cheers to change!”

Hope to see you on May 3rd. Get your ticket at www.rosedaystl.com