The company is set to launch two “grey” wines made from Grenache Gris grapes, which head winemaker Bruno Maillard hopes will spark a new sub-category of rosé.
UK off-trade sales head Nathan Last said rosé is now a major category, growing strongly and making up 12% of the market.
He said: “Rosé is no longer considered a minor category, scorned as unsophisticated. Wine enthusiasts are now venturing into rosé and appreciating the variety, elegance and complexity on offer. The market is ready for these fine gris de gris wines from Domaine de Jarras, as well as our premium rosé wines from Provence.”
The two wines – Domaine de Jarras Pink Flamingo and Commandeur de Jarras – are to be released at France Under One Roof on March 3.
Grapes are grown in the phylloxera-resistant soils of IGP Sable de Camargue in the south of France.
Grape skins are removed immediately after the crush to leave a pink-grey colour that gives the wines their name, “gris de gris”.
Last said: “Grey is the new pink. Domaine de Jarras has true heritage – it was planted with vines in the 12th century and quality-wise, these are a match for anything. If you are tired of the same old rosé, prepare to be wowed by these fine wines.”