The arrival of the warm summer weather is the ideal time to uncork a chilled bottle of rosé with which to appreciate the longer evenings.
Sainsbury's reports a surge in summer rosé sales, accounting for one in 10 bottles sold in store. The supermarket has found that salmon-coloured Provence-grown rosé is fast gaining popularity in the UK, with sales routinely peaking at the supermarket in July.
Elizabeth Newman, head of beers, wines and spirits at Sainsbury’s, credits the popularity of lighter-coloured rosé to the launch of wines from Hollywood stars such as Brad Pitt, Angelina Jolie and Drew Barrymore.
"It’s particularly interesting to see that younger consumers are opting for lighter-coloured rosé and I think the glamour associated with the paler pink ‘celebrity choice’ styles has certainly boosted this trend. It has sparked a trend among millenials for the aspirational ‘Posh Pink’ – often lighter and sometimes more expensive styles, such as those from Provence.”