Waitrose Launches 'Frosé' Alcoholic Popsicle Line
Waitrose has teamed up with wine-maker Mirabeau to launch a line of frozen rosé popsicles (dubbed 'frosé'), as the trend for frozen alcoholic treats continues to rise.
The Mirabeau Frosé Popsicle contains Mirabeau’s Classic Provence Rosé wine blended with English strawberry essence, and will be available in Mirabeau-branded freezers at Waitrose. Each ice pop retails at £2.99, and contains an ABV of 8%.
Frozen Alcoholic Treats On The Rise
The summery wine and its frozen version have seen a jump in sales recently, the retailer said.
Last week saw the largest sales of rosé wine at Waitrose, with sales up 20% since this time last year. Similarly, visits to the recipe page for frozen rosé posted on Waitrose.com saw an increase of 250% year on year. Overall, searches online for frosé recipes have increased seven-fold since July of 2016.
"Frosé [was] a huge trend last summer, with people making their own at home and sharing recipes and pictures all over Instagram,” said Waitrose wine buyer Victoria Mason.
"Now, we’re offering customers the chance to cool down with a ready-made frozen version of one of our best-selling rosé wines. It’s the perfect way to enjoy Mirabeau in the heat wave,” she said.
Stephen Cronk of Mirabeau said, "This ice pop is a collaboration with the young entrepreneurs Harry Stimpson and Noah Geeves, who founded Lic, now a leader in frozen cocktails."
The line will be carried in four Waitrose shops: Southampton, John Lewis Watford, John Lewis Foodhall Bluewater, and John Lewis Foodhall Oxford Street.
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Padideh Aghanoury. Click subscribe to sign up to ESM: European Supermarket Magazine.