TWE launches campaign to tap Rosé sales surge during Christmas

Treasury Wine Estates (TWE) has launched a campaign for the UK’s leading Rosé brand, Blossom Hill during November and December to respond to the spike in consumer demand for Rosé wines during Christmas season.

According to an insight released by TWE, sales of Rosé wines are higher at Christmas than at any other time during the year.

Latest figures show that in the four weeks up to 30.12.17, sales of Rosé massively spiked compared with the rest of the year, with sales surging more than 60 percent over the annual weekly average in the week leading up to Christmas.

This compares with average sales growth of between 20-30 percent in the summer months.

The campaign, which includes product sampling and up-weighted social media activity, has been developed to support the latest addition to the Blossom Hill range, Blossom Hill Pale Rosé, which launched earlier this year.

“While Rosé is enjoyed by many as a great summer drink, it might perhaps surprise retailers to know that the biggest drinking occasion of the year for Rosé is Christmas.” said Kirstie McCosh, marketing director, Europe, at TWE.

“This is great news for retailers who should take advantage of this trend and ensure they are stocking best-selling brands such as Blossom Hill – including the UK’s number one Rosé SKU Blossom Hill White Zinfandel – and really focus in on the four weeks ahead of Christmas and in the run up to New Year celebrations.”