British wine brand The Straw Hat has added a Blush Rosé to its growing range, designed to offer a more premium proposition within its portfolio but still at an accessible price-point.
With a new bottle design, the new Mediterranean-style Rosé will be available to retailers from 19 October with an RRP of £6 (10.5% ABV).
Made in Britain
Made in Britain using imported Mediterranean grape juice, the new wine is said to take its cue from the Provence style of rosé, with a pale blush profile and an easy-drinking character.
Amy Giacobbi, marketing manager at The Straw Hat, said: “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.
Category opportunity
“The launch of The Straw Hat Mediterranean Style Rosé 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 launch will be backed up with a marketing campaign including social media, PR and trade advertising.
