Jeff Morgan hopes that many Americans will "think pink" and "drink pink" this Thanksgiving.

Morgan is a co-proprietor of Solo Rosa, a ros wine maker that may have started a revolution -- or at least a trend -- toward people drinking "pink." Whether you call them ros, pink or blush, ross are not a style of wine, they're a category, Morgan said. Some are fruity, some are very dry, some are sweet and most all are different, but the one thing they have in common is their color, just like cabernet sauvignon, merlot, zinfandel and syrah are all different wines, but they're all in the red category.

He and other ros producers are hoping that ros will take a place on Thanksgiving, Christmas, Hanukkah and New Year's dinner tables, alongside the traditional chardonnays and cabernets.

A look at wine shop shelves today compared to two years ago will give an idea of the popularity that ros wines have achieved. JV Wines & Spirits carried six ross then, mostly sweet, and now it has 19 dry ross and three that fall into the sweet category, in a wide range of prices from $3.99 to $17.99, covering about 16 feet of floor space right up in the front of the store, according to JV sommelier Jon Svigny. In addition, JV carries eight domestic blush sparkling wines and 25 French Champagnes that are pink in color.

Dean and DeLuca and World Market each have about a dozen blush wines on their shelves, Trader Joe's has half a dozen and most other stores that sell wine also carry a selection.

Morgan estimated that more than 100 wineries in California alone are currently producing some form of blush wines, plus other wineries elsewhere in the United States.