The focus on pink and sparkling wines continues as Buckingham Schenk launches its Frizzante brand in Morrisons this month.
The sparkling Pinot Grigio Blush, rsp £4.99, was developed to tap into the two trends, the company said. It is targeted at 25 to 35-year-old women and designed to look like a perfume bottle.
"The challenge was to find a fresh way to present the wine," said Jon Pepper, marketing manager. "So we approached designers that didn't specialise in wine and challenged them to come up with something new."
The company plans to add more rosé wines to the range later in the year.