The company is investing £1.2 million in a media campaign with the strapline Get Things Started with the Taste of Summer.
It’s research in 2011 found that people bought rosé less frequently than red or white wine – on average 4.6 times a year compared with 9.3 times for red and 8.8 times for white – because they were not clear of the right occasion for drinking blush wine.
Blossom Hill UK marketing manager Liz Ashdown said: “Rosé hasn’t got an established role in their wine-drinking repertoire. Consumers know when to drink red and white wine. But with rosé we found 23% of consumers claimed not to drink it because they just don’t know when to drink it.”
Blossom Hill’s new campaign, which launches on April 16, aims to “give rosé an occasion” – the “aperitif moment”.
Ashdown added: “It is the wine to start your occasion with. We found that 24% of consumers would be likely to consider rosé on that occasion – as an aperitif or drink to enjoy with starters at the start of that occasion.”
The campaign will run on outdoor sites, national radio and in women’s press through April and early May.
The brand has also teamed up with celebrity chef James Tanner, who has developed on-shelf tear-off recipe cards for starters that match well with Blossom Hill rosé.
An on-pack promotion will give consumers the chance to win sharing platters cooked by Tanner.
In shops there will be cross-promotions with starter foods, while Facebook and social media activity will back up the campaign online.
Ashdown added: “It is all about giving rosé an occasion so consumers will drink it more frequently.”
The campaign comes as Blossom Hill rosé faces a sales slump after repositioning itself to target full-price sales more. The brand’s sales fell 14% by volume and 6% by value in response to a move by Percy Fox to put prices up.
Ashdown said: “We are deliberately focusing on building base sales and increasing the average price. Our strategy is about adding value to the category and long-term growth.
“The brand aims to track around 5% above the average price for the category. We don’t want to be devaluing the category and are doing things that will enhance the average price point and build value,” she added.