Kylie Minogue’s 0% abv Sparkling Rosé has sold more than 147,000 bottles in its first 12 weeks, according to Benchmark Drinks.
The pop star – whose wine label was the fastest-growing brand by percentage in The Grocer’s Biggest Alcohol Brands 2022 report – entered the low & no category with the launch of a zero-alcohol Sparkling Rosé last month.
According to Benchmark, it sold one bottle of the 0% abv drink every 10 seconds in the run-up to Christmas, after it hit shelves at 700 Tesco stores and Booker retail partners in mid-November.
The distributor has since secured additional retail listings for the SKU: It rolled into Morrisons at the beginning of the month, followed by Sainsbury’s on 20 January (rsp: £7/750ml).
“I am over the moon with the incredible response to this latest addition to the Kylie Minogue Wines portfolio,” said Minogue.
“We have focused on delivering many varieties of innovative and high-quality wine, for every occasion and person, worldwide,” she added.
“Our 0% Sparkling Rosé is no exception, and I am beyond thrilled it has been received so well.”
The drink, which is claimed to have an “acidic balance mirroring that found in wine”, is made with a blend of European grapes and green tea from Yunnan in China.
To make it, the tea leaves are plucked and brewed into an infusion, which is then added to grape ferment, resulting in “an additional mouthfeel and finish, rounded off with dried tannins” to make a “complex and finely balanced” tipple.
Benchmark Drinks MD Paul Schaafsma said: “We put a lot of work into it and went through a lot of iterations. It’s only 22 calories versus a typical glass of prosecco at around 120.”
As reported in The Grocer’s Biggest Alcohol Brands report, Kylie Minogue Wines was worth £18.9m after just under two years on the market, having more than quadrupled its value on volumes up 314.9% in the 52 weeks ending 30 April 2022 [NielsenIQ].
No comments yet