I heart Wines is turning up the blush with the launch of its new White Zinfandel, bringing a fresh, vibrant addition to its range, doubling down on its roots in convenience, with a first-to-market launch with Booker Wholesale.
The brand started out 16 years ago in convenience and continues to view the channel as a key growth driver, it said. It will launch initially via listings with Booker, Nisa, Parfetts and Bestway. The launch reinforces I heart’s mission to support retailers with trend-led high demand wines that drive impulse and repeat purchase.
Refreshing, juicy and just 8% abv, the new addition “taps into demand for approachable wines and the rise of Rosé-style occasions, particularly among younger consumers,” I heart said.
The latest addition will be supported by a programme of summer activations, including a White Zinfandel pop-up in London in July. Together, the events are intended to reinforce the brand’s “inclusive, fun-loving, vibrant identity whilst driving social engagement with this growing consumer segment.”
Lucy Auld, marketing director, said: “Convenience has always been at the core of our brand. It’s where I heart wines started, and it remains a crucial channel for us.
“Launching White Zinfandel into the convenience channel first is a deliberate move to support our retail partners with a proven, high-demand style that resonates strongly with today’s shopper. It’s light, fruit-forward, and easy to enjoy - exactly what people are looking for. And with strong feedback from our research, we’re confident it’s going to be a brilliant addition for both shoppers and our retail partners.”
The new wine is available now, with the 75cl bottles priced at £6.50 RRP.
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