One night, my roommate asked me, almost conspiratorially, if I wanted a glass of “chicken wine.” Her eyes glimmered with mirth. I heard those two words again some time later, when I came across a TikTok of someone exalting their own love of the $10 pale rosé that’d become a staple in our refrigerator.

As it turned out, the wine wasn’t just popular in our Brooklyn apartment, and we weren’t the only people calling it “chicken wine.”

La Vieille Ferme, which makes red, white, and rosé wines, is having a moment right now, and not just in the US. According to Marc Perrin, CEO of Famille Perrin and fifth generation family member, the brand recently hit one million case sales within the last 12 months in the UK, and is on track to do the same in the US, all with little to no marketing and advertising. Sommeliers, country club moms, and even a few, ahem, underage drinkers are all abuzz about chicken wine.

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La Vieille Ferme, dubbed “chicken wine” by its fans, offers a beacon of approachability for low-key drinkers scanning shelves upon shelves of labels that seem to blend together

Scroll the “chicken wine” tag on TikTok and you’ll find dozens of people, mostly from the UK, extolling their love of the wine, the rosé in particular. “It kind of plays into the whole ‘I’m just a girl [trope],’” says UK content creator, Stephanie Booth, referencing the popular meme encapsulating the contradicting whimsy and struggle of being a girl in the 2020s.

Famille Perrin—the family-run wine conglomerate that owns La Vieille Ferme and other high-end luxury labels like Château de Beaucastel and the infamous Brangelina wine, Miraval—has been selling La Vieille Ferme since 1970. The New York Times even wrote about it in 1976, calling it an “excellent buy” at $25 a case. “The idea was: We do haute couture, but let’s also do the prêt-à-porter,” says Perrin. (The wine’s name, which means “the old farm” in French, refers to his parents’ stone farmhouse.)

What drew Booth to La Vieille Ferme was the price, just about £7 in the UK (about $10). In Booth’s experience, cheaper wines tend to taste, well, cheap, touched with a sweetness hinting at the hangover to come. But with chicken wine, “you don’t feel like you’re drinking cheap wine,” Booth says.