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<\/p>\nAldi has launched a limited-edition ros\u00e9 colour guide after research found that nearly one in three UK adults had rejected a glass because it was not their preferred shade. The supermarket estimates that colour preferences account for more than \u00a3103 million worth of ros\u00e9 being turned down each year.<\/p>\n
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Aldi has created a pocket-sized Ros\u00e9 Swatch keyring to help shoppers identify their preferred shade of pink wine before buying a bottle.<\/p>\n
The promotional launch follows research commissioned by the supermarket, which found that 31% of UK adults had refused a glass of ros\u00e9 because of its colour.<\/p>\n
More than half of respondents, 56%, said colour was an important consideration when choosing a bottle, with 23% admitting that they always selected ros\u00e9 according to its shade.<\/p>\n
Aldi estimated that the rejected glasses were collectively worth more than \u00a3103m each year.<\/p>\n
Pale ros\u00e9 remains the favourite<\/p>\n
The research found that a light Provence-style blush was the most popular ros\u00e9 colour, preferred by 40.9% of respondents.<\/p>\n
Pale salmon ros\u00e9 followed with 20.6%, ahead of pale Italian pink at 6.4% and deeper-hued ros\u00e9 at 6.3%.<\/p>\n
Some 13% of respondents said they had rejected a glass because it was too pale, with 18% doing so because it was too dark.<\/p>\n
A further 18% said they had wanted to refuse a glass due to its colour but accepted it out of politeness.<\/p>\n
Choosing for somebody else appeared to bring its own difficulties. Aldi found that 29% did not trust another person to select the right shade, with 32% describing buying ros\u00e9 for somebody else as stressful.<\/p>\n
Partners were regarded as the safest people to entrust with the purchase, although only 31% believed theirs would make the correct choice.<\/p>\n
Sales rise during hot weather<\/p>\n
The campaign comes as ros\u00e9 continues to outperform parts of the wider UK wine market.<\/p>\n
Two thirds of those surveyed said summer was the season in which they were most likely to drink ros\u00e9. The average drinker expected to consume 20 glasses over the summer, paying an average of \u00a36.40 per glass or \u00a315.60 per bottle.<\/p>\n
The most popular time for the first glass was 8pm.<\/p>\n
Aldi said sales of Chassaux et Fils Sainte Victoire Ros\u00e9 had doubled year-on-year, with Costellore Primitivo Ros\u00e9 up 64%.<\/p>\n
Julie Ashfield, chief commercial officer at Aldi UK<\/a>, said: \u201cAs soon as the weather warms up, we see shoppers reaching for ros\u00e9, and this recent spell of sunshine has helped drive another fantastic summer for the range, with popular ros\u00e9 bottles\u2019 sales increasing year-on-year.<\/p>\n \u201cOur research shows people have surprisingly strong opinions about the colour of their ros\u00e9, with many admitting they\u2019ve rejected a glass simply because it wasn\u2019t the shade they were hoping for. The Ros\u00e9 Swatch is a fun way to take the guesswork out of choosing ros\u00e9 while encouraging shoppers to discover that every shade has something different to offer.\u201d<\/p>\n Colour does not determine quality<\/p>\n Aldi wine expert Sam Caporn MW cautioned drinkers against treating pale ros\u00e9 as inherently superior.<\/p>\n \u201cMany of us think a pale ros\u00e9 is automatically \u2018better\u2019, but that\u2019s just not true. The colour is about style, not quality,\u201d she said.<\/p>\n \u201cPaler hues are usually lighter and more delicate, while darker ros\u00e9s, such as those made from Primitivo or Syrah, can have deeper fruit flavours and often pair beautifully with food, so don\u2019t be afraid to explore the full colour spectrum.\u201d<\/p>\n Caporn also argued that adding ice should not be regarded as a serious ros\u00e9 offence.<\/p>\n \u201cDespite half, 51%, of Brits saying they wouldn\u2019t dream of it, the cold temperature softens acidity for a smoother, incredibly refreshing finish,\u201d she said.<\/p>\n She recommended drinking ros\u00e9 young, particularly fresher styles from Provence, and encouraged consumers to experiment with garnishes including berries, strawberry and jalape\u00f1o.<\/p>\n Confusion over ros\u00e9 production<\/p>\n Despite ros\u00e9\u2019s popularity, Aldi\u2019s research suggested considerable uncertainty over how it is made.<\/p>\n More than half of respondents, 56%, incorrectly believed that ros\u00e9 was produced by mixing red and white grapes, with 16% thinking it came from a distinct variety of \u201cros\u00e9 grapes\u201d.<\/p>\n Drinkers identified 6.9\u00b0C as the ideal serving temperature and generally believed bottles should be chilled for between one and three hours.<\/p>\n As previously reported by the drinks business<\/a>, ros\u00e9 has provided one of the few areas of growth within the struggling UK still wine market.<\/p>\n UK ros\u00e9 volumes rose 3% over the previous year, with value sales increasing 5% to \u00a3882m. Consumers bought the equivalent of 129 million bottles during 2025, compared with 125m in 2024.<\/p>\n The growth has been led primarily by affordable French brands priced below \u00a310, including La Vieille Ferme, La P\u2019tite Pierre, Le Bijou de Sophie Valrose and Studio by Miraval.<\/p>\n Aldi\u2019s limited-edition Ros\u00e9 Swatch will be distributed through a giveaway, with entries accepted by email until 11 August 2026.<\/p>\n Related news<\/p>\n \n \n
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