Queen has made a royal entrance to the UK wine market with the launch of a Côtes de Provence rosé, developed and led by the band’s long-term drummer, Roger Taylor.
Due to launch on 5 May, Queen Côtes de Provence Rosé marks a move into drinks for one of music’s most recognisable global brands, with the project positioned as a long-term play that focuses on delivering consistency and drinkability.
At last week’s official UK launch, it was revealed that the collaboration has been ‘hands-on’, with Taylor working closely with the winemaking team on the blend and overall style.
Taylor said: “I’ve spent a lot of time around rosé over the years, and I wanted to create something that felt consistent, expressive and genuinely enjoyable in partnership with good friends… This isn’t about putting a name on a bottle; it’s about creating something with real integrity.”
The wine is produced by Les Caves du Commandeur, a Provence cooperative founded in 1913, which brings together around 60 growers across 600ha of vineyards. The producer is also an investor in the project, alongside Sony Music, Watermill Wines and hospitality entrepreneur Rupert Clevely.
The inaugural 2025 vintage is a 13% abv blend of 70% Grenache and 30% Cinsault, delivering what the brand describes as ‘approachability alongside structure’. Grapes are sourced from vineyards across nine communes, with limestone-clay soils and diurnal temperature shifts helping to retain freshness and balance. More than 90% of the vineyards certified organic or High Environmental Value (HVE).
From a positioning perspective, the wine sits in the premium Provence bracket but aims to undercut some of the category’s higher price points at £18 rrp.
Dominique Vrigneau, buying director at Watermill Wines, added: “Queen Côtes de Provence Rosé reflects a broader shift towards a more open, experience-led category, appealing to both women and the growing number of male rosé drinkers.”
Queen Côtes de Provence Rosé is expected to roll out more widely across the UK off-trade, with ambitions to expand into international markets including Australia and Asia.
