Sales of rosé wine soar as Brits try to recreate taste of Mediterranean holidays

Lauren Clark
·2-min read
Waitrose has seen the popularity of the summer drink double
Waitrose has seen the popularity of the summer drink double

Last month, a study suggested that having a little bit alcohol on a daily basis could actually be good for you.

It appears some Britons are already heeding that advice - and are making rosé their tipple of choice.

Sales of the summer drink have soared in lockdown, with experts suggesting we’re trying to recreate the taste of our beloved Mediterranean holidays which are currently largely off-limits.

Indeed, in the last three months the pink-hued alcoholic drink has made up 12.7% of the wine sales at Waitrose - more than double the proportion purchased in 2013.

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Speaking to The Sunday Times, the supermarket’s wine-buying manager, Jamie Matthewson, suggested customers are keen to bring back the sense of trips to Italy, Spain and France, where rosé is produced.

The expert explained: “Rosé is still considered slightly exotic. It makes you think of when you’re on holiday in Provence, Tuscany or Spain, enjoying a lovely, chilled glass.

“I think they want to replicate what they’re missing out on. People want to have the experiences they get on holiday while at home.”

He added that the cool beverage “conjures up something romantic”.

Read more: Kylie Minogue launches her own rosé wine on her 52nd birthday - and it's under £10

Waitrose has reported a 762% rise in people buying its “bag in a box” rosé, while there are also been an 2,431% increase in those adding fine rosés to their trolleys.

It comes a matter of weeks after Kylie Minogue launched her very own version of the wine on her 52nd birthday.

The Australian singer revealed in May that she had teamed up with alcoholic beverage brand Benchmark Drinks, after working on the project for two years.

Speaking about the drop, the star said: “I have a great passion for rosé and have loved working for the last two years on developing Kylie Minogue Wines.

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“Working with the brilliant team at Benchmark Drinks we have created a Rosé that I am truly enamoured by, it’s fresh, light and the perfect pink.”

Her ‘Rosé de Vin’ is a bespoke blend made from Carignan and Cabernet Sauvignon grapes, which are sourced from the southern French Coast.

Just a sip of the refreshing light pink beverage and you will taste summer berries combined with floral white blossom, for a fruity yet fresh flavour perfect for summer evenings.

The drink - which is sold in a long-neck curved bottle featuring Kylie’s signature - is also super affordable at £9, and is available at over 450 Tesco stores.