A rosé wine aimed at 20-something women has been launched exclusively into the impulse channel.

The roll-out of Bella Vie white Zinfandel by Treasury Wine Estates this month will be backed by a £250,000 marketing campaign.

The wine, which is sourced from Italy, has a sweeter taste that has been designed to appeal specifically to female drinkers in their early 20s.

The wine (rsp: £6.99) is available through cash and carries and wholesalers and is supported with a PoS kit.

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