Treasury Wine Estates taps into demand for Rosé

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Treasury Wine Estates (TWE) is launching an increased marketing campaign and greater sampling activity following a rise in Rosé sales over the festive period.

Sales of Rosé wines are higher at Christmas than at any other time of the year, according to Treasury Wine Estates. Company data shows that in the week leading up to Christmas 2017, sales of Rosé grew by more than 60% over the annual weekly average, compared with average summer sales growth of between 20%-30%.

TWE has responded to this spike in consumer demand with increased marketing and sampling activity for the UK’s number one Rosé brand, Blossom Hill during November and December.

The campaign has been developed to support the latest addition to the Blossom Hill range, Blossom Hill Pale Rosé, which launched earlier this year, and includes product sampling and up-weighted social media activity.

TWE marketing director, Kirstie McCosh, said: “While Rosé is enjoyed by many as a great summer drink, it might perhaps surprise retailers to know that the biggest drinking occasion of the year for Rosé is Christmas.”

“This is great news for retailers who should take advantage of this trend and ensure they are stocking best-selling brands such as Blossom Hill – including the UK’s number one Rosé sku Blossom Hill White Zinfandel– and really focus in on the four weeks ahead of Christmas and in the run up to New Year celebrations.”

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