The wine has been created to capitalise on the variety's growing popularity and will sell for around £5.99.
Blossom Hill will support its swelling varietal range and the launch of the new Pinot Grigio with a TV advertising campaign, scheduled to hit screens next month. The advertising push is a follow-up to its Welcome to Blossom Hill campaign, which aired last summer.
Liz Ashdown, marketing manager Blossom Hill, said: “The UK consumer’s love affair with Pinot Grigio has seen a surge in sales over the last 12 months, but it has yet to be seriously developed under the banner of a brand. We feel this is a variety with which our consumer has a very real affinity hence our significant investment.”
The new wine has already gained listings in leading multiples including Asda and Sainsbury's.