TWE calls out £24m category growth opportunity through launch of Blossom Hill Pale Rosé
New launch targets millennials as it looks to reclaim sparkling wine drinkers back into rosé category
Blossom Hill is launching a new style rosé into its portfolio, one that could help drive £24m worth of growth into the wine category.
Blossom Hill Pale Rosé, which sits at 11% ABV, is a drier, crisper style of rosé, a style that is showing strong signs of growth in a category that is having challenges at its more traditional end. While fruitier, sweeter styles have fallen 1.7% year on year, it is paler, drier styles that are creating shopper interest, enjoying 13.5% growth year on year*.
One of the rosé category’s key issues in recent years has been its inability to hold the interest of consumers, who have been switching out of rosé – with the fruit cider, mixed spirits and prosecco categories all in growth.
However, shopper insights are showing that these drinkers are now starting to be attracted back into the category by the emergence of paler, drier, more refreshing styles of rosé. And these insights indicate that if suppliers get the proposition right, and capture the imagination of these millennial drinkers, there is an opportunity to inject £24m value back into the wine category**.
Unlike the current offerings available, Blossom Hill Pale Rosé is accessible in both price point and taste profile – refreshingly crisp with residual fruitiness, making it easy drinking and creating an easy choice for consumers and shoppers from a trusted brand.
Kirstie McCosh, Marketing Director, Europe, at brand owner Treasury Wine Estates, (TWE) says: “As the number one rosé brand in the UK, Blossom Hill has a duty to lead market innovation and growth. Insights show that rosé has been struggling, losing market share to other drinks categories, such
sparkling wine – particularly prosecco – as well as fruit cider. Blossom Hill is striving to be the UK’s most innovative wine brand and is perfectly placed to reclaim those shoppers lost to other categories.”
“As a result, we are hugely excited to launch Blossom Hill Pale Rosé into the UK market. It is a refreshing and sessionable wine that sits at an accessible price point – perfect for millennial females. In Blossom Hill Pale Rosé we have a proposition that will excite and delight them.”
The launch will be supported by a marketing campaign aiming to drive trial and awareness by “painting the country ‘Pale Rosé” with a sampling campaign, getting as much liquid to lips to demonstrate the difference of this product compared to the rest of the Blossom Hill Rose range. This will be focussing on high footfall shopping centres and supermarkets.
Alongside this, there will be strong social media support, focussing predominantly on Instagram and Influencer involvement – platforms that are growing ever-more crucial to engage in, in order to truly connect with female millennials.
The proposition is already exciting customers with listings confirmed in Tesco, Asda, One Stop, Nisa and key wholesale accounts across the UK. Pale Rosé has also secured some significant on-trade listings, including in well-known pub chains Hungry Horse and O’Neills, with the product also on sale through Molson Coors, where it has been named the March wine of the month in its Hotlines brochure.
Pale Rosé is also launching across Europe, and has already got confirmed listings in major Danish retailer Dansk and Albert Heijn in The Netherlands.
* Nielsen Scantrack Total Coverage Value sales 52wk data – 27.1.18 vs YA **Kantar Worldpanel, Rosé Spend, Under 35s – 52we – 28.1.18 vs 31.1.16