French wine brand Bijou has launched its rosé into Co-op Wholesale in a bid to expand its distribution across independent and symbol retailers nationwide.
Bijou Terre de Providence Rosé (RRP:£10/75cl) provided retailers with a “premium French rosé brand already proven at scale across the UK market”, claimed the brand.
The SKU is the fourth best-selling French rosé in the UK by value, and the fastest-growing wine brand over £8.50, said Bijuo, citing NIQ data.
Edward Vellacott, managing director at Bijou, said: “Premiumisation is no longer confined to supermarkets or the on-trade. Convenience retailers are increasingly looking for credible premium brands that deliver consistent sell-through and build long-term value. Provenance and brand positioning are equally as important as price and promotion nowadays.”
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