Rosé wines, long disparaged as too sweet, too pink and too cheap, have improved in quality in recent years and been embraced by food and wine connoisseurs. But a new collection of fans have emerged: club-hopping hipsters and tastemakers, who lay in a stash of rosé for parties and ask for it when out on the town.

At Union Square Wine and Spirits in Manhattan, the demand for rosé has increased about 30 percent over the last year and 100 percent to 150 percent over the last four years, said Jesse Salazar, the wine director. "A lot of younger people are buying rosés," he said, adding that many men are no longer embarrassed to be seen drinking a pink wine.

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