Casillero del Diablo has launched its first rosé with a tongue-in-cheek campaign that looks to settle the debate over whether pink wines ought to be served over ice.
The Chilean wine brand has launched its 12% abv Rosé in Sainsbury’s and Morrisons stores (rsp: £8.50/75cl), supported by the strapline ‘Legends Like It Ice Cold’.
The wine promises “delicate aromas of rose petals and red fruits” followed by notes of “strawberries, white peaches” on the palate and a “refined, long finish with delicate saline and mineral nuances”.
“Whether you’re a purist clutching your glass away from the ice bucket or you’re three cubes deep without a second thought, Casillero del Diablo’s new Rosé makes a compelling case for the colder side of the argument,” the campaign said, caveating that shoppers could drink the new wine “however the hell you like it”.
The launch comes amid surging demand for rosé wines. Value sales are up by 5% on volumes up 3% year on year [NIQ 52 w/e 27 December 2025].
In 2025, the equivalent of 129 million 75cl bottles of rosé were sold in the UK off-trade, compared with 125 million bottles the previous year and around 122 million bottles in 2023.
Got a standout launch? Enter The Grocer New Product Awards by the new deadline of 15 June. Submit your food and drink or household and personal care products now: https://thegrocernewproductawards.co.uk/
No comments yet