Producers are pushing pink drinks as they bid to boost sales in the build up to Mother’s Day on May 31.

Martini has given its rosé extra dry sparkler a UK launch and gained listings with Asda and Ocado. Asda shoppers that buy a bottle before Mother’s Day will receive a complimentary balloon glass.

The wine is a blend of Chardonnary, Glera and Nebbiolo grapes from premium northern Italy.

Marco Mazzini, global director for Martini at brand owner Bacardi, said: “Dry styles of rosé have been increasing in popularity over the last year in the UK, and with summer 2019 approaching it doesn’t look like it’s due to slow down. We thought it was the perfect time to launch Martini rosé extra dry in the UK, as British consumers have the palette for drier styles.

“It is a modern, refreshing style that can be enjoyed across a variety of occasions and with a wide range of foods. We are excited to launch it in the UK, and hope that it is enjoyed across a wide generation of adults.”

TV star Graham Norton is also urging shoppers to snap up his new pink gin, made by West Cork Distillers. 

“Why bore the woman you love the most with chocolates, when you can wow her with a bottle of my own Pink Gin?” said Norton.

He has already had success in launching a Marlborough Sauvignon Blanc in collaboration with Invivo Wines, and the range has recently been extended to include a Shiraz from Australia and a Prosecco

Edinburgh distillery The Old Curiosity is championing its colour changing pink gin and each purchase will come with a bag of pink rose petals “to add a perfect garnish to mum’s celebration”.

Founder Hamish Martin said: “Our beautiful Apothecary Rose gin is the ideal way to spoil a gin-loving mum. It turns an incredible shade of pink, and looks just perfect when served with a scattering of lovingly grown rose petals from our garden.”