Rosé’s reputation has been steadily improving ever since the move away from the bulk blush wines that dominated the category began at the turn of the century. Today, there is a growing awareness amongst drinkers that rosé can be serious, gastronomic and enjoyed outside the summer months – and that there are more quality styles and shades to treasure beyond the pale pink wines of Provence. One result is a rosé boom in the supermarkets, as shifting perceptions mean shoppers buy more than before but also explore a variety of styles from different regions and at a range of prices points.
Interviews with leading figures in buying teams from UK supermarkets and online retailers, conducted as part of the IWSC’s National Drinks Retail Awards, revealed that rosé was arguably the standout performer in supermarket wine last year.
Rosé was ‘huge’ for M&S, with still English examples proving a hit alongside those from Provence and other regions in the south of France. Rosé Prosecco outsold standard Prosecco and a pink crémant also flew off shelves in M&S. Ocado was another retailer reporting impressive rosé sales, with the buying team now focusing on darker styles and producers from outside France in order to offer shoppers exciting options beyond the usual suspects.
At Waitrose, strong sales of premium Provencal favourite Whispering Angel were supplemented by the popularity of Bijou, a pink from the Languedoc. There are also more customers looking past Provence to other regions for styles with texture, structure and, in some cases, darker hues. The same phenomenon was seen at Asda, whose adventurous Wine Atlas range includes a French rosé that’s made on Corsica rather than in Provence.
Aldi reported the success of its rosé range as ‘absolutely amazing’ with growth showing ‘no signs of slowing’. The brand’s dupes of Whispering Angel and the viral ‘chicken wine’ La Vieille Ferme, called Sainte Victoire and Petit Poulet respectively, constituted two of its three bestselling wines in 2025.
Rosé in all its forms has been a sales highlight in the wine aisles for supermarkets in 2025, whether it be established premium cuvées or more leftfield bottlings at lower prices. The IWSC National Drinks Retail Awards show that the appreciation of rosé in the UK continues to gather strength and that its success is paving the way for a greater diversity of styles and regions for shoppers to discover in their local supermarkets. For more trends to emerge from the awards, read the story on chillable reds and more, and scroll down for a selection of the best rosés beyond Provence currently available in the UK…
Five top rosés beyond Provence available in UK supermarkets
Famille Lafont, Tavel Rosé 2024
For a fuller, deeper, darker style of rosé with bags of character, head to Tavel, a Rhône appellation that’s dedicated to rosé and nothing else. This gastronomic cuvée, produced for Tesco by accomplished winemaker Julie Rouffignac, is bone dry with a red cherry, berry character and a hint of orange zest adding complexity. Try not to over-chill this one and pair it with a mezze.
£13, Tesco
Babylonstoren, Mourvèdre Rosé 2025
Babylonstoren is a blissful organic farmstead in South Africa’s Western Cape with an enticing range of wines, including this pale, charming rosé made from Mourvèdre, a variety that usually plays a lower key role in Provençal blends. A delicate nose of strawberry and peach melba leads into a fresh, juicy palate of cherry, watermelon and pomegranate. Pair this with a pint of prawns.
£18, Waitrose
Laurent Miquel, Jeu Floral 2024
Languedoc rosé is growing in stature as the region seeks to emulate its southern rival in Provence and this is a great example of a new breed of accomplished wines with their own signature. The enticing nose offers strawberries and cream, as well as cherry blossom, while the smooth, faintly chalky palate has juicy acidity and pithy pink grapefruit. Pair with smoked salmon blinis.
£11, Sainsbury’s
Morrisons, The Best Touraine Rosé 2024
While the Loire is more famous for its fragrant, slightly sweet Rosé d’Anjou, this is a dry wine; a blend of Gamay, Cabernet Franc and Pineau d’Aunis (a relatively rare, rustic red variety). Made for Morrisons by Chainier, a well established Loire producer, the nose offers raspberry and redcurrant, while the palate is fresh and juicy, with a satisfying tart note to the finish. A good match for toasted goats’ cheese.
£8.50, Morrisons
López de Haro, Classica Gran Reserva Rosado 2013
While sales of rosé have soared, its ageing potential is often disregarded because buyers generally seek out the latest vintage. It’s a shame, as the right rosé can age just as well as a white or red, as this wonderful 13-year-old heritage blend of Garnacha and Viura neatly demonstrates. Sold by online retailer The Wine Society rather than a supermarket, this is serene and gently savoury, with soft red fruits and subtle spice, a transcendent rosé to serve with the finest smoked salmon.
£37, The Wine Society
