Blossom Hill is adding a new style rosé to its portfolio to tap into the popularity of Provence-style lighter rose wines.

Blossom Hill Pale Rosé, which sits at 11% abv, is a drier, crisper rosé; a style that is seeing 13.5% growth year-on-year. In contrast, fruitier, sweeter styles have fallen by 1.7% year-on-year (Nielsen, year to January 27, 2018)

Kirstie McCosh, marketing director, Europe at brand owner Treasury Wine Estates (TWE), said: “As the number one rosé brand in the UK, Blossom Hill has a duty to lead market innovation and growth. Insights show that rosé has been struggling, losing market share to other drinks categories, such as sparkling wine – particularly Prosecco – as well as fruit cider. Blossom Hill is striving to be the UK’s most innovative wine brand and is perfectly placed to reclaim those shoppers lost to other categories.

“As a result we are hugely excited to launch Blossom Hill Pale Rosé into the UK market. It is a refreshing and sessionable wine that sits at an accessible price point – perfect for millennial females. In Blossom Hill Pale Rosé we have a proposition that will excite and delight them.”

The launch will be supported by a marketing campaign, including sampling activity, to drive trial and awareness.

Listings have already been confirmed in Tesco, Asda, One Stop, Nisa and wholesale accounts across the UK.