Gallo Family Vineyards is to extend its on-trade rosé over ice promotion, Rosé on the Rocks, to the off-trade.
A new kit box, rsp £7.99, containing a glass, an ice-cube maker and a bottle of White Grenache, is being launched in Tesco before being rolled out across other retailers.
Neck collars containing free ice-cube bags will also appear on shelf and three million co-branded bags of Party Ice and Polarcube are in the pipeline.
"Our sales in the on-trade are up 155% since we launched Rosé on the Rocks last May," said George Marsden, vice-president and general manager, Gallo Europe. "We hope to do as well in the take-home market."
The company has also pledged to expand its portfolio with new brands planned for the £5 to £8 bracket. Its sponsorship of Gordon Ramsay's The F Word, announced in January, will begin this week when the programme returns for a new series.