Waitrose adds pink Italians as rosé sales surge by 40%
Waitrose has reported a record week for sales of rosé wine and says premium wines have been driving the growth in sales.
Pink wine sales were up 40% last week, the fastest growing product category for the chain.
Rosé buyer Becky Hull MW said sales of Provence remained strong but it was also seeing interest in pink wines from Spain and Italy.
It has just added a new Italian rosé range comprising Gorgo Chiaretto Organic Bardolino (£11.99), Masseria Borgo Dei Trulli Primitivo IGP Salento (£8.99), Mabis La Carezza Pinot Nero (£10.99) and Barone Ricasoli Albia from Tuscany (£11.99).
Hull said: “Our rosé range has always included a lot of French wines due to the fact they are masterful at making flavourful pink wine.
“Our customers particularly love that sophisticated, slightly herbal style that they do so well in Provence.
“We know our customers also really enjoy Italian wine so it seemed to me that there was a lot of untapped potential to introduce some Italian flair and flavour to the rosé fixture.
"Italy has so many amazing indigenous varieties, all with their own flavour personality, I thought we should give some of those lesser known varieties a platform to shine.”