California-based Gallo has produced extra ‘rosé on the rocks’ packs, containing a bottle, a glass and an ice tray, for consumers to enjoy the concept at home.
An advertising deal with Gordon Ramsay’s F Word, believed to be worth more than £2m in total and encompassing both tv and print ads, will help to promote rosé with ice during the summer months.
Rosé wine sales continued to grow in the UK in 2007 despite the poor weather, Gallo executives told a press briefing on Wednesday morning.
“We’re spending more than ever before on driving rosé in the UK,” said Edward Ward, controller of brand marketing in Europe.
General manager for Europe George Marsden said rosé now made up around a tenth of the UK’s off-trade wine market, having doubled its share since 2005, according to Nielsen figures.
He predicted another “significant volume increase” of between 10m and 15m cases over the next five years.
He said Gallo was interested in the idea of a sparkling rosé wine but had no immediate plans to develop this.