Australian wine brand Jacob’s Creek is launching a “French-inspired” premium rosé from the beginning of October.
Le Petit Rosé (rrp £8.00) is described as a “dry, crisp, refreshing” wine that taps into the rapid growth of Provençal Rosé (+30.5% Nielsen) and aims to appeal to Millennials who are seeking a more sophisticated, dryer style of rosé, according to brand owner Pernod Ricard.
Pernod Ricard UK head of marketing, Vicky Hoey, said Le Petit Rosé was already the number one performer (Aztec AU Liquor Scan) in its category in Australia just eight months since its launch.
“Jacob’s Creek is continually exploring product innovation and this latest launch captures the elegance and complexity of premium French Rosé, with the intensity of Australian grown fruit,” she added.
“We’re seeing a growing trend for lighter style rosé (Nielsen) which is proving to be a key emerging wine choice for shoppers, including younger consumers who are eager to try new styles and wish to enhance their sophistication among friends.
“This has influenced the distinctively light texture of Le Petit Rosé, a dry, crisp and refreshing wine, exhibiting cranberry and cherry fruit aromas balanced with subtle rose petal and spice flavours.”
The launch will be supported with digital and social activity.