Waitrose boxes clever with premium Provence launch
Waitrose is launching a selection of premium bag-in-box wines to tap into convenient drinking trends.
The new range, which consists of four wines with two more to follow later this month, boxes some of the supermarket’s most popular grapes and regions for the first time.
Most notably is Waitrose’s first boxed dry, pale rosé.
The Cote Blue Méditerranée Rosé made in the Provence style was chosen by the supermarket due to rising sales of both rosé wine and specifically Provence rosé, Waitrose said.
According to the supermarket’s sales figures, general sales of rosé are up 35% year-on-year, while Provence rosé has seen a sharp 97% year-on-year rise.
“We are launching some excellent quality wines into the bag-in-box range, including some of our customers' favourites. The new pale, dry rosé is particularly exciting as it taps into the latest wine trends we're seeing at Waitrose,” Waitrose wine buyer, Victoria Mason said.
The other wines in the include a Beefsteak Club Malbec, a Marlborough Springs Sauvignon Blanc, and a Stormhoek Chenin-Chardonnay with Stormhoek Merlot Cabernet and Les Dauphins Cotes du Rhone Villages to follow on July 24.
The boxes retail for between £15 and £21.
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