Treasury launches rosé for impulse channel

01 April, 2011

Treasury Wine Estates has launched a rosé wine brand exclusively for the impulse retail trade.

Bella Vie is an Italian Zinfandel designed to match the palates of women in their early 20s.

Its launch will be backed by a £250,0000 marketing spend through the summer.

The wine has a clear glass bottle to show the wine’s colour and has an rrp of £6.99.

POS will be available through wholesalers and cash and carries.

Senior brand manager Rachel Hawes said: “Bella Vie will ensure the independent channel is able to capitalise on the growth within the rosé wine market.”




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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