LET’S TAKE IT UP A GEAR 
Pink Diesel challenges traditional inertia by boldly reimagining Rosé wine culture—ditching legacy norms to captivate a new generation with a disruptive tone of voice, playful branding and a lifestyle-first approach.

“SOME CALL IT ‘BITCH DIESEL’ BECAUSE IT IS PINK AND OFTEN MARKETED TOWARDS WOMEN”

Amy Gatehouse was fuelled to create Pink Diesel after encountering patronising industry tropes used to describe women drinking Rosé  such as  “bitch diesel” and “lady petrol.” 

Instead of accepting them, she turned that experience into inspiration—founding a bold Rosé brand that flips the script. 

Pink Diesel is her way of disrupting the traditional wine world, creating a space where all wine drinkers can feel seen, celebrated, and unapologetically themselves.

“Female-founded Pink Diesel rosé began as a pandemic passion project but made speedy waves with its tongue-in-cheek-yet-chic branding. Co-founder Amy Gatehouse is the woman taking it to the top.” CITYAM

Pink Diesel Rosé

Amy Gatehouse

This department oversees the overall strategic direction and management of the organization.

Pink Diesel Rosé

Org chart

Teams

Executive Leadership

Offices

Pink Diesel Rosé

Org chart

Teams

Executive Leadership

Offices

Related companies