Wine brings a certain flair to a night in or out. Wine connoisseurs are always looking for the next red or white to add to the cabinet or to their open bar options, and ROUE is throwing their elegant and multiple-event wines into the fold. In an interview with Ourweekly, co-founder Ryan Ayotte talked about the creation of Roue with his business partner, Grammy-winning recording artist Future.
Q: How did your collaboration with Future come to be?
A: In June 2019, Ryan founded Ohza, a wine-based RTD brand, after a messy attempt to mix mimosas on a boat off Cape Cod with friends. He saw a need for a convenient, high-quality, easy-to-drink, pre-made alternative. Within two years, the brand sold directly to consumers in 43 states and in over 1,700 retail locations.
Then late last year, the music execs connected Ryan with Future, who was interested in creating his own brand. Ryan and Future shared a desire to build something lasting, something that would break through old conventions and connect with today’s consumers. They looked at the wine world and saw it was stuck in tradition. They wanted to create something that felt bold, creative, and culturally relevant. That’s where the inspiration hit: why not blend world-class winemaking with the energy of today’s music, design, and art scenes?
That’s why partnering with Future, a cultural architect, was a no-brainer. We saw a chance to bring real innovation and inclusivity to a category that can feel stale. From the bold design to the artisanal quality and authentic human connection, we’re building a brand that welcomes new drinkers and celebrates diversity.
Q: What was the process of crafting Roue?
A: From day one at Roué, our mission was to completely reimagine what wine could be. We intentionally ignored the traditional playbook of the wine industry, opting instead to create something truly unique, fresh, and exciting – something that genuinely ignited our own passion, starting with the wine itself. We were determined to achieve a high-quality product with a deliciously smooth taste.
Take our Cabernet Sauvignon, for instance. We specifically selected organic grapes from Paso Robles, a region affectionately known as the wine industry’s ‘wild west.’ This area mirrors Roué’s spirit perfectly, characterized by that same rule-breaking diversity and innovative energy we embody. We’re committed to using only organic grapes and sustainable harvesting methods, allowing the unique soil, climate, and altitude of Paso Robles to produce a truly rich and flavorful wine like no other.
Our Sauvignon Blanc equally reflects this philosophy, hailing from Lake County. Its rugged topography, high elevation, warm climate, and exceptionally clean air make it a prime growing region for aromatic whites. Our Sauvignon Blanc, also crafted from high-quality organic grapes, offers a delightful fruit-forward profile with pronounced tropical fruit and citrus notes, all delivered with a beautifully balanced and refreshing, smooth finish.
Q: Why Roue?
A: Roué literally means indulging in pleasures, but for us, Roué embodies the unapologetic pursuit of audacious living, taking pleasure in creativity, style, and influence, charted on one’s own terms. The wine we make reflects the way Future lives: passionate, daring to disrupt, and savoring life’s premium experiences.
It’s about living life fully, surrounding yourself with good energy, and making every moment count. That’s what Roué stands for: a moment to savor, experiences that bring people together, and always moving with style and intention.
Q: What does the future hold for this partnership?
A: The future for our partnership is truly ambitious. We see Roué becoming a global icon, synonymous with creativity, connection, and leadership in wine and beverage culture. Our vision is to be at the heart of the world’s most electrifying events and collaborations, shaping conversations that inspire and unite diverse communities. Expect Roué to continually set trends with distinctive vintages and pioneering innovations that keep our movement fresh, bold, and unmistakably influential.
You can purchase Roue at BevMo, Gopuff, and Total Wine, as well as direct-to-consumer in 44 states via drinkroue.com. The Cabernet Sauvignon and Sauvignon Blanc will be offered at a suggested retail price of $29.99, while the RTD Cocktails will be available at $14.99 per 4-pack.
