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Ehrmanns turns spotlight on rosé

The RoséRevolution initiative, which marks the first time the business has showcased its diverse rosé portfolio together rather than with individual suppliers, featured 12 pink wines all paired with food in a bid to position the wine as “more than just a summer drink”.

Introduced as part of Ehrmanns’ strategy to grow its rosé sales from less than 10% to 15% of its total sales by this summer, RoséRevolution was introduced followong research that had highlighted the popularity of the tipple with younger wine drinkers, said senior commercial manager, Richard Dennis, who heads up the project.

“With rosé wine accounting for 15% of total wine sales in the UK we spotted an opportunity to grow our own sales,” Dennis told Harpers, adding there was a “real opportunity” to grow the category by educating consumers on the diversity of the drink and positioning it as a food accompaniment.

The stand featured three newcomers, Viña Montana Sauvignon Blanc Rosé and Winzer Krems Rosé Zweigelt alongside an own label offering - Rosa de Azafran Rosé 2017, a 12% abv Tempranillo wine that will officially be launched at Prowein next month.

Away from rosé, Ehrmanns continued to grow its Iberian range with the addition of La Capella Cava de Paraje from Juve y Camps; a new Godello and Mencía from Bodegas Valdesil and newly releases single vintage ‘en rama’ Sherries from Williams & Humbert.

A treasure trove of new Sherries, including rare wines from Ehrmanns new partners in the Sherry triangle, Bodegas Alonso, also joined the Iberian menu.

In addition, Ehrmanns showcased the latest members of the ever-expanding Beefsteak Club herd, while introducing its new supplier, Wellington Wines, from the South African region of the same name, alongside a range of ports from another new supplier - Barão de Vilar.

• wine
• Rosé
• Ehrmanns