Californian winery, Beringer Vineyards, is releasing the first American sparkling white Zinfandel on to the UK market.
The rosé, or ‘blush’, is being targeted at women and will be the focus of Beringer’s marketing activities for the next year.
Beringer Sparkling White Zinfandel, which is £6.99 and will sell in Tesco, Sainsbury and Asda, joins the brand’s still white Zinfandel and will be launched at the Californian tasting in London next month.
It will be supported by above and below-the-line activities in the summer, including sampling and sponsorships.
European brand manager, Jeremy Gibson, said the company had invested heavily in developing packaging that would set it apart from other sparkling rosés. “The market for sparkling wine has grown 12% since last year, in volume as well as value, but wines from the US account for less than 1% of this market,” he said.