Over the last few years, rosé has undergone a transformation from a summer staple to a year-round favourite. Driven in part by celebrity brands such as Brad Pitt's Miraval or Kylie Minogue Wines, the Provençal giant Whispering Angel has been credited with boosting the worldwide rosé market. The wine boasts a loyal following, thanks to attractive marketing, subtle flavouring and A-lister approval – Adele told US Vogue: "Whispering Angel turned me into a barking dog. It did not make me whisper." A blend of cinsault, grenache and vermentino grapes, this wine is prized for being very pale and very dry, with subtle flavours of orange, red fruits and hints of dried herbs and spice. However, with a price tag of £25, it is little wonder supermarkets have rushed to offer more affordable alternatives. Aldi and Asda, in particular, have leaned heavily into the trend, producing bottles that not only take inspiration from the original but are near-identical – right down to design cues and playful naming (see Asda's Screaming Devil).
"Yes, the classic pale Provençal styles are still everywhere – light, easy, and made for sunny afternoons – but there's also a more interesting mix creeping in," says Candace Bugden, expert wine taster and TikToker. "Think rosés with a bit more flavour, a bit more texture... darker in colour, deeper in texture and complexity. Interesting and versatile." Whether it is a £14 Nerello Mascalese grown on Mount Etna's slopes in Sicily or a rich Arbousset Tavel £13 plonk from Tesco, "these are bottles you can happily drink in the garden but also take to the table with food and not feel like you're compromising," Bugden adds.
Supermarket shelves are now filled with convincing rivals to rosé like Whispering Angel, with sommeliers often highlighting bottles such as Leoube, which costs less than £18. Meanwhile, wine enthusiasts on TikTok love M&S's La Balconne and Lidl's Breath of Paradise bottle. "Whispering Angel is a great wine, as is its more refined offering," says wine writer Katie Brook. "But are we paying for quality or a name?" In a bid to help you keep costs down ahead of your next springtime soirée, we asked experts to share their favourite supermarket rosé and affordable Whispering Angel alternatives.
What to Look for in a Supermarket Rosé
"I always recommend looking to the regions in and around Whispering Angel's home, the southern French Mediterranean region of Provence – so look for labels that say Languedoc, Pays D'Oc, IGP Méditerranée or Corsica," says The Independent's wine columnist, Rosamund Hall. By looking in these regions, "you'll find wines made using similar grapes. They'll have a familiar appearance and taste: delicate pale dusty-pinks with aromas of fresh summer berried fruits, hints of orange zest, and of course a beautiful, uplifting acidity," she explains. Lucy Hitchcock, the wine enthusiast behind the @Partnerinwineuk social media account, notes: "The peculiar thing is, a lot of the Whispering Angel 'dupes' that are popping up now, are actually Sainte Victoire Côtes du Provence rosés." This region has recently become the first 'cru' of Côtes de Provence, noted for its distinctive terroir. "Sainte Victoire is a very specific quality area of Côtes de Provence, with a specific microclimate producing beautifully balanced grapes," Hitchcock adds. For those looking for a swap-out Provençal rosé, Emilee Tombs, wine writer and assistant travel editor at The Independent, suggests the Loire Valley. "While it might not offer better value, rosé wines from this area of northwest France have a similar dry, crisp style with red fruit and citrus notes."
Our Top Picks
1. Studio by Miraval Rosé
ABV 12.5% | Region: Provence, France | Vintage: 2024 | Grapes: Cinsault, grenache, rolle, tibouren. "My favourite is the Studio by Miraval rosé," says Tom Gilbey. He is not alone in his adoration, with the tipple securing the top spot in Rosamund Hall's guide to the best rosés. "I tasted this blind alongside a number of Provençal rosés and was impressed by the quality-to-price ratio," she said. "This beautiful blend of cinsault, grenache, rolle and tibouren displays subtle apricot and nectarine aromas alongside soft raspberries and delicate floral notes," Hall added. Somewhat surprisingly, Château Miraval is owned by Brad Pitt. £13 from Sainsburys.co.uk.
2. Screaming Devil Côtes de Provence Rosé
ABV 13.5% | Region: Côtes de Provence, France | Grapes: Grenache, cinsault, syrah. "I think this wine punches above its £12.95 price tag," says Emilee Tombs. "It's fuller and creamier than a lot of Provence rosé tends to be, yet retains a freshness and salinity; and these are all hallmarks of Whispering Angel." It is "more tropical on the nose, with a touch of ripe mango complementing tart red fruits (raspberry, rhubarb) and sweet peach notes, indicating that the grapes were perhaps grown in an area of the region that gets a good deal of sun exposure to the vines." Though she notes that it is not the perfect alternative. "It's made using grenache, cinsault and syrah, so it's lacking the vermentino floral notes that Whispering Angel is famous for, but it's not a bad attempt at all." As for pairings, Tombs says it will go "down very well at a barbecue alongside watermelon and feta salad or grilled fish and vegetables." Adding the final flourish, "it is the colour of a rose petal, so it looks the part in your glass, too." £9 from Asda.com.
3. M&S Etna Rosato
"Etna Rosato from M&S is a striking expression of Nerello Mascalese, grown on Sicily's volcanic slopes," Bugden says. "It's a wine of tension and character: mineral and faintly smoky, laced with rosehip, redcurrant and a flicker of pink peppercorn." As for tasting notes, "on the palate, it's crisp, tart and satisfyingly savoury – rosé with structure." £14 from Marksandspencer.com.
4. Maison Mariselle Sainte-Victoire Rosé
ABV 13% | Region: Sainte-Victoire, Côtes de Provence, France | Vintage: 2024 | Grapes: Grenache. "The difference between Whispering Angel and Majestic's Maison Mariselle comes down to the grapes – Whispering Angel uses grenache, cinsault and rolle (vermentino), whereas Maison Mariselle uses just grenache – and the area of Provence where the grapes are grown," explains Katie Brook. "It's round and elegant, with intense red fruits, florals, and white peach flavours. The flavour is long-lasting too – a sign of a good wine." This rosé is also a favourite of Lucy Hitchcock. "It's deliciously dry with a lovely combination of fresh acidity and smooth body," she says. Hailing from the Sainte-Victoire region, "you do get a bit more of that purity and minerality (fresh rain/wet stone) and I love how that works against the classic notes of fresh raspberry, pink grapefruit, crunchy white peach and cool green melon." There is "even an aromatic dried herb note in the background." £18 from Majestic.co.uk.
5. Sainsbury's Taste the Difference Île-de-Beauté Rosé
ABV 11% | Region: Corsica | Vintage: 2024 | Grapes: Grenache, sciaccarellu, syrah, vermentinu, niellucciu. "Take a short boat ride across the Mediterranean to the paradise island of Corsica and pour yourself a glass of this Île-de-Beauté," Hall suggests. "While the nose may be a little restrained, there's an abundance of flavour and excitement on the palate in this dry, delicate rosé." Those trying it out for themselves can expect "ripe redcurrants and cherries, a twist of grapefruit and a faint note of wild herbs redolent of the island's landscape." £11 from Sainsburys.co.uk.
6. Arbousset Tavel
"Arbousset Tavel from the Southern Rhône at Tesco leans into a richer, more robust style," Bugden explains. "This is rosé unafraid of colour or flavour, blending grenache, cinsault and syrah into a deeply hued glass of raspberry, pink grapefruit and gentle spice." When it comes to pairings, she says that the wine is "tailor-made for food – think grilled meats or halloumi – and at £13, it sings." £13 from Tesco.com.
7. M&S La Balconne Organic Provence Rosé
ABV 12.5% | Region: Provence, France | Vintage: 2024 | Grapes: Grenache, cinsault, mourvèdre, carignan, caladoc, syrah, rolle. "I had high hopes for this wine made from seven different grapes in Provence. However, I didn't get even the faintest hint of dried herbs that was offered in the tasting notes, and on the palate, I mainly tasted sharp raspberry and underripe strawberry," Tombs explains. "I normally love to champion organic growers, and in Provence it should be straightforward to produce quality examples as the weather is usually good enough not to use pesticides." Instead, the trending M&S wine has a sharp taste. "The colour – although a pleasing shade of 'oeil de perdrix' or 'eye of the partridge' – might also put Whispering Angel purists off, as it's darker than the now iconic rosé, and some people (incorrectly) assume that all darker rosés are sweet." If you prefer a more fruity wine, you could do a lot worse than the M&S bottle – but those seeking Whispering Angel similarities might be disappointed. £16 from Ocado.com.
8. Love by Leoube
ABV 13% | Region: Provence | Vintage: 2023 | Grapes: Grenache, cinsault. Recommended by both Gilbey and Hall, Love by Leoube is a popular choice among Whispering Angel fans. Naturally, it earned a spot in Hall's round-up of the best rosés, where she described it as "the wine of Provençal dreams." A half-and-half blend of grenache and cinsault, "the nose is delicate, with aromas of soft white peaches, alpine strawberries and a hint of wild oregano." As for pairings, Hall says that the wine goes perfectly with a simple grilled rotisserie chicken and a generous serving of feta-laced fresh green salad. £18 from Ocado.com.
9. Gérard Bertrand Côte des Roses Rosé
ABV 13.5% | Region: Languedoc-Roussillon, France | Vintage: 2023/2024 | Grapes: Grenache, syrah, cinsault. Hall describes this Gérard Bertrand bottle as a "stunning rosé which consistently delivers year in year out, and punches well above its modest price point." "An elegant blend of syrah and cinsault, you'll be charmed by the aromas of soft strawberries and peaches alongside fresh, zingy raspberries and a poised floral finish," Hall says. Better yet, "the bottle looks like a work of art." £11 from Majestic.co.uk.
10. Costa Toscana
According to Bugden, Aldi's organic Costa Toscana "offers a lighter, more playful take." Blending sangiovese, merlot and syrah, "it delivers delicate strawberry fruit with a soft Mediterranean charm." Setting you back just £7.99 in store, the value is combined with excellent flavour. "Provence in spirit, but with a distinctly Italian accent, and all the more appealing for it," Bugden says. £8 from Aldi.co.uk.
What Is the Best Whispering Angel Alternative and Supermarket Rosé?
Whether you are looking for a more affordable substitute to the cult rosé, want to delve deeper into the Provençal wine-making region or stray further afield for similar tasting notes, there is plenty of choice when it comes to Whispering Angel alternatives. Sainsbury's Taste the Difference Île-de-Beauté rosé is a favourite for its dry, delicate palette. Elsewhere, Screaming Devil surprised our resident sommelier and Studio by Miraval rosé lives up to its viral fame. Discover more of the best wines for suppertime sipping with this sommelier-led supermarket guide.
