UK retailer Sainsbury’s has seen a 58% increase in French rosé sales in the past four weeks. The retailer is anticipating bumper sales this weekend with temperatures expected to hit 23º Celsius.
Sainsbury’s, who sells over 15 million bottles of rosé every year, has launched eight new bottles to add to its current range, bringing its total to 63 rosé wines.
Data from Sainsbury’s shows that paler styles from Bordeaux and Provence drove a 24% growth in French rosé last year, increasing to 58% over the past four weeks.
The data also showed that one in three British shoppers chose lighter styles such as Provençal and Bordeaux rosé in the summer over darker, sweeter styles such as Zinfandel.
Millennials are twice as likely to opt for these paler rosés, Sainsbury's reported.
Elizabeth Newman, head of beers, wines and spirits at Sainsbury’s, commented, “we expect rosé to be the drink of summer 2017 [...] consumer habits are changing as the UK begins to mirror trends in France."
This similarity to French trends, Newman said, also extended to the size of the bottle, "not only are we turning to France for paler styles but the magnum is also set to be a hit for entertaining. We’re launching our first ever magnum of rosé this year and I am confident it will be a crowd pleaser for parties as we head into barbecue season.”
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Gavin Ryan. Click subscribe to sign up to ESM: The European Supermarket Magazine.