The Straw Hat is challenging the idea that rosé is a summer-only drink, with the launch of a new Mediterranean Style Rosé designed to bring Provence-style appeal to the category all year round.
The Straw Hat has added a Blush Rosé to its growing range, stepping up as a more premium proposition within its portfolio whilst retaining an accessible price point that has made it the number one British wine brand across UK retail.
With a distinctive new bottle design and branded colour carton, the new Mediterranean Style Rosé will be available to retailers from 19th October with a RRP of £6 (10.5% ABV).
Made in Britain using imported Mediterranean grape juice, it takes its cues from the style of Provence rose, with a pale blush profile and an easy-drinking character that makes it as suited to autumn lunches, festive get-togethers, cosy catch-ups and weekend entertaining as it is to a summer garden party.
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.
“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 average price of French rosé in the UK off trade is £11.70, with some brands selling units for much more.
“The Straw Hat is loved by people who love no nonsense drinks that taste great, and that you can have fun with, and we believe the Mediterranean Style Rosé will be a great addition to the range. It’s a vibrant and fun proposition, backed up by a strong marketing campaign including social media, PR and trade advertising.”
With its more premium presentation, Provence-inspired positioning and mid-strength ABV, The Straw Hat Mediterranean Style Rosé is set to bring a fresh perspective to the value wine fixture this autumn, making the case that rosé deserves a place in the wine rack or chiller long after summer is over.
To stock the new wine, contact Continental Wine & Food Ltd on 01484 538333
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