Marks & Spencer has made a surprising move by bringing back a discontinued festive drink that vanished from shelves a decade ago. The retailer has reintroduced its rosé mulled wine following a ten-year hiatus, responding to growing consumer demand for pink wines during the winter months.
The Winter Rosé Revolution
For years, many wine drinkers have treated rosé as exclusively a spring and summer beverage, packing it away with their swimming costumes when colder weather arrives. However, this seasonal thinking appears to be changing dramatically. According to data from Ocado, searches for 'rosé' have increased by 32% compared to the same period last year, while sales have jumped by an impressive 25%.
Perhaps even more telling are the figures from M&S themselves. During what was traditionally considered the peak season for rosé, the week beginning 6th July 2024, the retailer sold 144,000 bottles. However, in a clear sign of changing habits, the week commencing 16th December saw sales double to a staggering 286,000 bottles. Notably, sparkling rosé accounted for 68% of these festive sales.
Why The Comeback Now?
The original rosé mulled wine was discontinued due to poor performance when it first launched ten years ago. At that time, consumers simply weren't ready for a winter rosé, particularly a mulled version. The recent surge in year-round rosé popularity, combined with the success of M&S's pioneering White Mulled Wine released last year, created the perfect conditions for its return.
Gemma Wright, trading manager for Wine at M&S Food, commented on the trend: 'We've definitely seen rosé become a customer favourite all year round'. She noted that shoppers are increasingly choosing rosé in winter because it pairs exceptionally well with traditional Christmas foods and offers a lighter, more refreshing alternative to red wine.
Social media reaction to the return has been overwhelmingly positive, with comments such as 'I need this. Like. Right now' from @stephies.world and 'It's absolutely delicious – I've already bought 6 bottles' from @hsullivan2.
M&S Winter Rosé Selection Reviewed
M&S Rosé Mulled Wine, Germany, £6
The blending team has achieved a remarkable balance between sweet and spicy in this revival. The drink maintains recognisable rosé characteristics of dry peach, apricot and Mirabelle plum, while the careful addition of vanilla, orange and spice creates a sophisticated mulled wine that stands apart from typically oversweet supermarket offerings.
M&S Colle del Principe Pinot Grigio Blush, Italy, £7
This ethereal, pastel pink rosé comes from the red-skinned Pinot Grigio grape. It presents as dry and fruity with notes of cantaloupe melon, Red Lady apple and a burst of blood orange on the finish. A subtle suggestion of oregano makes it an excellent partner for pepperoni pizza.
M&S Rosé D'Anjou, France, £7.50
Hailing from France's Loire Valley, this delicate rosé features an appealing off-dryness that makes it perfect with South East Asian dishes. The traditional early fermentation process preserves some natural sugar, resulting in flavours that pop with red apple and cherry.
M&S Classics No.22 Cotes de Provence Rosé, France, £10
This offering from the M&S Classics range focuses on the Cinsault grape in higher proportions than typical Provençale blends. The result is a juicy pink wine with pillowy strawberry notes over pithy blood orange and a hint of gorse bush.
M&S Bramble Hill Rosé Sparkling, England, £15
Produced using the same Charmat method as Prosecco by Silverhand Estate in Kent, this affordable sparkling rosé blends Bacchus, Pinot Noir and Pinot Meunier. The result is a fruity, frothy fizz that tastes of strawberry sherbet and summer fruits, proving that pink wines have their place throughout the year.
