In response, the retailer has introduced a selection of ‘premium’ BiB wine. It comprises Beefsteak Club Malbec (£20.99/2.25 litres) which is a top-selling red for the supermarket chain, Marlborough Springs Sauvignon Blanc(£20.99/2.25 litres), Stormhoek Chenin-Chardonnay (£15.99/2.25 litres) – and a brand new Mediterranean rosé.
This Cote Bleu Méditerranée Rosé (£14.99/1.5 litres) is a classic dry rosé in Art Deco style packaging with strawberry and raspberry flavours.
General sales of rosé are up 35% year-on-year at Waitrose, with sales of Provence rosé leading the way, up 97% year-on-year.
Waitrose wine buyer Victoria Mason said: “We’re launching some excellent quality wines into the bag-in-box range, including some of our customers’ favourites.
“The new pale, dry rosé is particularly exciting as it taps into the latest wine trends we’re seeing at Waitrose. Cote Bleu is sourced from specially selected vineyards in the sunny Mediterranean and the box design is contemporary and fun – it makes a real fashion statement.”
The boxes hold up to the equivalent of three bottles of wine. The packaging is recyclable and allows the wine to stay fresh in the fridge for 4-6 weeks.
Two more wines joint the range on July 24: Stormhoek Merlot Cabernet (£15.99/2.25 litres) and Les Dauphins Cotes du Rhone Villages (£20.99/2.25 litres).