(ABCNews) - It’s more than a drink -- it’s a lifestyle. At least, that’s what so-called Rosé people say.

Rosé, the pink wine now synonymous with summer, is enjoying its time in the sun.

Rosé has experienced a meteoric rise over the past decade in part thanks to new brands and celebrity backing.

Brad Pitt and Angelina Jolie-Pitt are the faces behind Chateau Miraval. Drew Barrymore is out with a new line called Barrymore Wines. Josh Ostrovsky, aka the popular social media comedian who goes by the stage name “The Fat Jew,” launched his own line of wine called White Girl Rosé, priced at $17 a bottle.

Ostrovsky and his co-founder David Oliver Cohen are now launching a new product, Babe, the first sparking Rosé in a can.

“Just make life less unbearable,” Ostrovsky said, laughing. “Have it with you at all times. You can't always carry a huge bottle of Rosé.”

“We literally knew nothing about wine or the wine business,” Cohen added. “But we have been sort of developing this relationship with our consumer for years with our books and other products that we're talking about, and we just sort of dove right in and tried to figure out exactly how we can make a wine.”

According to Nielsen research, Rosé represents a booming market, with sales growing 10 times faster than overall table wine. There are nearly 300 million gallons consumed around the world each year, according to the London-based research firm Euromonitor International.

Millennials make up a big part of that market, using hashtags on social media like #roseallday, #brose and #yeswayrose with photos of them enjoying the pink wine, only fueling the fanfare.

Sarah Billstein has tapped into the millennial market with her Instagram account, Rosé Season, which has about 20,000 followers. She travels the world to snap photos of herself enjoying the finest rosés.