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.”