Accolade Wines has unveiled a new Pinot Grigio Blush – Cupiolo (12.5% ABV). Rolling out in Tesco (RRP £9), the wine comes in a stylish bottle with a label design that plays into its Italian heritage.
With the Rosé wine category currently worth £675m, Cupiolo is aimed at invigorating the market and boosting demand for Italian Rosé wines in the UK.
Liz Fall, Innovation Manager at Accolade Wines, said: “As seen from the existing ‘experience’ macro trend, consumers are looking for the ‘wow-factor’ when selecting drinks and this is prevalent across all generations. For example, Provence Rosé are typically stylish, with a premium French allure that appeals to shoppers in the UK, and as a result people drink it to have a piece of that luxury.
“French Provence Rosé’s have typically dominated the category in the past, but with Cupiolo being an Italian wine, we wanted to offer people an alternative that is just as luxurious but is still accessible. Italian wines already have a great reputation, and with its attractive bottle and elegant branding, we’re confident that Cupiolo will bring a much-needed change to the market.”
