Diageo claims its new Blossom Hill Sun-Kissed wines will “revive the wine category” by boosting sales and attracting new consumers.
The wines are distributed by Diageo subsidiary Percy Fox and are aimed at fans of light, fruity wines and rosé.
The come in two varietals – Red and White – both of which should be served chilled.
Nielsen Homescan research from August 2013 claims that 1.8 million UK households will only drink rosé, but the new wines are designed to act as a bridge into red and white.
Marketing director Kevin Chinn said: “The refreshing, fruity tasting notes of Blossom Hill Sun-Kissed Red & White wines will expand the repertoire of Blossom Hill Rosé drinkers, and will also attract new consumers to the wine category, who may have been hesitant to red and white wines in the past and are looking for a lighter wine taste.
“Blossom Hill Sun-Kissed Red and White wines will appeal to our loyal base of Blossom Hill drinkers by giving them more choice and will also recruit new adult wine drinkers, expanding the wine category as a whole.”