Aldi has launched a billboard which dispenses Rosé when the weather hits the perfect temperature.
With the North West identified by the supermarket’s sales data as the UK’s biggest rosé-loving region, Aldi set up the billboard in the centre of Manchester ahead of National Rosé Day (10 June). And after researching over 1,000 rosé drinkers, the taps poured out free glasses yesterday as temperatures hit the ideal 19.2C at around 1pm in St Ann’s Square.
Julie Ashfield, Managing Director of Buying at Aldi UK, said: “Everyone’s heard the saying ‘it’s wine o’clock’ but we wanted to find out when it’s ‘rosé degrees’ – and according to the nation of rosé lovers, the ideal temperature is 19.2C.
“Setting up the world’s first billboard to dispense rosé at a certain warm temperature was a challenge in Manchester, which is noted for rain. But as the centre of the region which loves rosé more than any other in the UK , fortunately everything came up rosé.”
The activity comes as Aldi is fast becoming a destination for rosé wine. Last year, the discounter saw a 134% uplift in spring/summer sales year-on-year – with the most successful day coinciding with the August heatwave.
Aldi’s Rosé Billboard will continue dispensing until 7pm today.
