Gallo has rolled its Cabana California Rosé into the off-trade.
The label, which was created specifically for the UK market, has landed in Tesco, Asda, Morrisons and Sainsbury’s stores (rsp: £8.50/75cl).
It had been launched to “tap into the opportunity that exists for a premium, slightly sweeter-styled rosé”, according to Gallo.
The brand was “designed to appeal to the female skewed 25 to 40-year-old consumer base who are seeking quality, value and style”, the supplier added.
“We’ve seen outstanding trade response to Cabana, helping us quickly expand distribution across grocery, convenience and the on-trade,” said Mark Stammers, senior sales director at Gallo. “Built for the UK rosé drinker, the brand is clearly resonating with both customers and consumers.
“Rosé remains key to the UK wine category, with sweeter styles attracting younger consumers. Cabana’s Californian origin and tailored flavour profile leave it well placed to drive growth in this segment.”
The launch will be supported by an integrated campaign starring Love Island and Strictly Come Dancing star Tasha Ghouri.
Amid declining still wine sales, value sales of rosé wine 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.
Within rosé, Californian wines account for one in every four bottles sold, according to Circana data shared by Gallo.
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