Instagram sensation BABE’s exclusive deal sees its sparkling rosé stocked in Sainsbury’s stores across the UK 

BABE, one of the fastest growing canned wines in the US, is launching in the UK with an exclusive nationwide deal with Sainsburys. BABE Wine joined AB InBev in 2019 as part of the company’s Beyond Beer portfolio. The launch with Sainsbury’s will see the cheeky wine in a can’s popular sparkling rosé stocked in stores across the UK this summer (and beyond).

BABE was co-founded by Instagram influencer Josh Ostrovsky, aka The Fat Jewish in 2016 with the goal of creating a unique, fun and inclusive brand-led wine proposition that would cut through the saturated wine category. Boasting supermodel Emily Ratajkowski as its Chief of Taste, and a promise it ‘pairs with anything’, the sparkling wine in a can has already amassed a strong fan-base and following on social media that dwarfs more established, traditional wine brands.

For the UK market, BABE has introduced a 200ml single serve sparkling rosé can, created specifically for British consumers. It’s available in select Sainsbury’s stores nationwide from £2.15.

Co-Founder Josh Ostrovsky said: “It’s about time we made our way across the pond and launching in Sainsbury’s is the best way to get everyone our ridiculously delicious bubbly.

“The UK knows how to party, BABE knows how to party, let’s make some memories,” adds Josh.

Kendra Kuppin, Product Owner for BABE UK said: “We’re very excited to be launching in Sainsbury’s. BABE is all about accessibility, convenience, and just moving on from the stuffiness and formality traditionally associated with wine. People love wine, end of story. You don’t need to know about the vintage, varietal, or heritage. ‘Wine for all’ is our mission!”

BABE sparkling rosé will be stocked exclusively in select Sainsbury’s stores until September 2020.

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