Aldi has launched a limited-edition Rosé Swatch keyring, a pocket-sized colour guide designed to help shoppers identify their perfect pink and avoid costly buying mistakes. The move comes after research by the supermarket revealed that almost one in three (31%) UK adults have turned down a glass of rosé because it wasn’t the right shade, equating to £103 million worth of wine rejected every year.
Colour Matters in Rosé Selection
The research found that more than half (56%) of respondents say colour is an important factor when selecting a bottle, and almost a quarter (23%) admit they always choose rosé based on its shade. Two-thirds said summer is the time of year when they are most likely to drink rosé, spurred on by the hot and dry weather the UK has been experiencing, with temperatures nearing 40C in some parts in June.
The average rosé drinker is expected to get through 20 glasses over the summer, spending an average of £6.40 on a glass or £15.60 on a bottle. Aldi has reported triple-digit demand for individual bottles within its rosé range, with fan-favourite Chassaux et Fils Sainte Victoire Rosé seeing sales shoot up 100% year-on-year and Costellore Primitivo Rosé up 64%.
Rejecting Rosé by Shade
The research also found that 13% of people rejected a glass because it was too pale, 18% for being too dark, and a further 18% admitted they’ve wanted to refuse a glass because of its colour but accepted it out of politeness.
Julie Ashfield, Chief Commercial Officer at Aldi UK, said: "As soon as the weather warms up, we see shoppers reaching for rosé, and this recent spell of sunshine has helped drive another fantastic summer for the range, with popular rosé bottles’ sales increasing year-on-year. Our research shows people have surprisingly strong opinions about the colour of their rosé, with many admitting they’ve rejected a glass simply because it wasn’t the shade they were hoping for. The Rosé Swatch is a fun way to take the guesswork out of choosing rosé while encouraging shoppers to discover that every shade has something different to offer."
