There was a time, not so long ago, when reaching for the rosé was something that happened on holiday in the South of France, or while visiting a relative with a fondness for semi-sweet Mateus. Luckily, times have changed, with sales of rosé climbing as the temperature rises. So what are the best supermarket rosé wines on the shelves this summer?
While sales of still wine are in decline, the rosé category has provided the country’s retailers with a ray of sunshine, showing growth of 3% last year with 129 million bottles sold in the off-trade. The same figures (for analysts NIQ) suggest we’re also happy to trade up, with total value rising 5%. Provence, the birthplace of rosé, commands around 30% of the UK market, with its wines now dominating a premium segment that scarcely existed a decade ago. That said, almost nine in every 10 bottles of rosé will sell for under £10.
Britain’s supermarkets have led the charge, offering burgeoning ranges of rosé, covering a spectrum of countries, with price points from £5 up to £50. But it is a style of wine that’s notoriously difficult to make, with management of colour and temperature control considered critical. Thanks to the success of Provence, a byword for pale dry rosé, consumers have been conditioned to buy with their eyes – but rival regions have jumped on the pastel bandwagon, so it pays to be more discerning as you survey the shelves, perhaps looking for a competition medal. Pale does not necessarily mean interesting.
Colour is not an indication of quality, despite the current popular preference for pale
At Waitrose, rosé buyer Poppy de Courcy-Wheeler has this advice on what to look for: ‘As always for a food and wine lover, the most important factor is taste (but) the look and feel are also key areas to consider: colour is not an indication of quality, despite the current popular preference for pale, and I’m personally partial to a deeper-coloured, dry rosé.’
While de Courcy-Wheeler acknowledges that Provence is still king when it comes to rosé, she encourages customers to look beyond the typical when seeking value. ‘There are some really affordable and delicious examples coming from other regions, such as our Loved and Found Vinhão Verde rosé from Portugal, while for anyone looking for a more serious wine, such as Rioja rosé, the family run Flor de Muga is a must.’
Finally, while it may be synonymous with summer, rosé has actually become a year-round category, as shoppers seek winter cheer and wake up to the style’s versatile food-pairing potential. But – let’s face it – rosé remains the perfect poolside partner, so read on for the best supermarket examples right now in the heat of the summer.
What are the IWSC National Drinks Retail Awards?
The IWSC National Drinks Retail Awards were introduced to provide consumers with an in-depth evaluation of alcoholic beverage offerings from supermarkets and online retailers, inclusive of non-alcoholic alternatives. A panel of judges spend months evaluating the biggest in the UK. Attending supermarket tastings forms part of this process, offering judges the chance to taste many of the wines available in-store and see how buyers are responding to trends and consumer demand.
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10 of the best supermarket rosé wines in 2026
