Housewares Business-to-business magazine for housewares retailers and their suppliers
Waitrose is launching frozen rosé wine popsicles into shops this weekend (July 14-15), as the trend for alcoholic ice lollies continues to soar.
Available in dedicated freezers in the supermarket, the Mirabeau Frosé Popsicle (£2.99 each) is made from a blend of Classic Mirabeau rosé wine and strawberry essence.
Rosé wine had its biggest week of sales last week at Waitrose, with sales up 20% year-on-year. The supermarket chain said online searches for frosé have increased seven-fold since July 2016, as people look for recipe inspiration for this cult drink. And visits to the frosé recipe page on Waitrose.com have increased by 250% compared with this time last year.
Waitrose wine buyer Victoria Mason said: “This is the first time that we’ve launched an alcoholic popsicle and we’re thrilled it’s in partnership with Mirabeau.
“Frosé was a huge trend last summer, with people making their own at home and sharing recipes and pictures all over Instagram. Now we’re offering customers the chance to cool down with a ready-made frozen version of one of our best-selling rosé wines. It’s the perfect way to enjoy Mirabeau in the heat wave.”
Stephen Cronk from Mirabeau added: “We’re excited to launch our frosé cocktail with Waitrose, who has been such a great partner to our family business from its very first day.
“This ice pop is a collaboration with the young entrepreneurs Harry Stimpson and Noah Geeves, who founded Lic, which is now a leader in frozen cocktails with natural, quality ingredients.
“Mirabeau Frosé is based on a secret recipe, combining our bestselling Classic Provence Rosé with English strawberry essence. We’re sure this delicious frozen cocktail will give an indulgent moment to many during this amazing summer.”
