After a long day on the Black Hills Run on the back of a Harley at one of the most popular motorcycle rallies in the country, bikers historically favored a beer or a stiff drink.

Now, rosé wants its turn.


For the first time in nearly 80 years, the Sturgis Motorcycle Rally, which draws half a million guests each year to the small South Dakota city, has a wine brand as a sponsor.

Josh Cellars will be hosting 10 tasting events over the 10-day rally, which began Aug. 4, to promote its new $14.99 rosé. It will also document the bikers’ reactions on its Facebook and Instagram pages.

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