Waitrose launches Provence rosé ice lollies
Waitrose is helping shoppers stay cool and classy during the heatwave with a new range of Provence rosé ice lollies.
The Mirabeau Frosé Popsicles will sell for £2.99 each at dedicated freezers in the supermarket, blending Classic Mirabeau rosé wine and strawberry essence.
Waitrose has enjoyed a 20% sales increase on rosé this year and last week the category enjoyed its best ever performance.
It said that online searches for frosé have increased seven-fold since July 2016, as people look for recipe inspiration for this cult drink, and visits to the frosé recipe page on Waitrose.com have increased by 250% compared to this time last year.
Victoria Mason, Waitrose wine buyer, said: “This is the first time we’ve launched an alcoholic popsicle and we are thrilled it’s in partnership with Mirabeau. Frosé was been a huge trend last summer, with people making their own at home and sharing recipes and pictures all over Instagram.
“Now we’re offering customers the chance to cool down with a ready-made frozen version of one of our best-selling rosé wines. It’s the perfect way to enjoy Mirabeau in the heatwave.”
Mirabeau owner Stephen Cronk added: “We're excited to be launching our frosé cocktail with Waitrose, who have been such a great partner to our family business from its very first day.
“This ice pop is a collaboration with the young entrepreneurs Harry Stimpson and
Noah Geeves, who founded Lic, now a leader in frozen cocktails with natural, quality ingredients. Mirabeau Frosé is based on a secret recipe, combining our bestselling Classic Provence Rosé with English strawberry essence. We are sure this delicious frozen cocktail will give an indulgent moment to many during this amazing summer.”