The Straw Hat has added a Blush Rosé to its growing range, stepping up as a more premium proposition within its portfolio whilst retaining an accessible price point.
With a distinctive new bottle design and branded colour carton, the new Mediterranean Style Rosé will be available to retailers from 19th October with a RRP of £6 (10.5% ABV).
Made in Britain using imported Mediterranean grape juice, it takes its cues from the style of Provence rose, with a pale blush profile and an easy-drinking character that makes it as suited to autumn lunches, festive get-togethers, cosy catch-ups and weekend entertaining as it is to a summer garden party.
“This is the first NPD to launch in the range for several years, putting Provence-style rosé firmly on the table as an all-year-round wine, and moving it beyond its traditional summer associations into the wider repertoire of everyday drinking and social occasions,” Amy Giacobbi, marketing manager at The Straw Hat, said.
Giacobbi noted that the launch comes at a time when the rosé category continues to offer retailers an “opportunity to trade consumers up through taste, presentation and style,” while maintaining the approachable price points that drive volume.
“The average price of French rosé in the UK off trade is £11.70, with some brands selling units for much more,” she said, adding that the new addition will be backed up by a strong marketing campaign including social media, PR and trade advertising.