Aldi is set to make history as the first UK supermarket to launch a pink Prosecco, following official approval from the Italian government in May. The discounter will release the Prosecco Rosé DOC in stores nationwide from 2 November, offering it in two sizes: a standard 750ml bottle (£6.49) and a 250ml mini bottle (£2.29).
The launch marks a significant milestone in the UK wine market, as this will be the first time sparkling rosé wines from the Prosecco DOC region can be sold under the Prosecco label. Previously, rosé fizz from this area could not be called Prosecco due to strict DOC guidelines.
Responding to growing demand for pink fizz
Aldi’s Managing Director of Buying, Julie Ashford, expressed her excitement at the launch, saying the supermarket was “over the moon” to bring the new pink Prosecco to British shelves. “Prosecco is one of our best sellers and shoppers can’t seem to get enough of pink wines so far this year, so a Prosecco that’s pink is sure to get the nation popping bottles,” she said.
Ashford added that it had been a pleasure working with Italian suppliers to deliver a product that combines two of the UK’s most popular wine trends: Prosecco and rosé. The new offering comes just in time for the festive season and is expected to be a major hit with consumers looking for a fun, affordable sparkling wine.
Meeting official DOC requirements
Although many Italian producers have long made sparkling rosé wines, the DOC regulations did not allow them to label the product as Prosecco—until the rules changed in May 2020. The newly recognised Prosecco Rosé DOC must follow strict winemaking standards laid out by the Prosecco DOC Consortium.
To qualify, the wine must be made from at least 85% Glera grapes grown across nine provinces in northeastern Italy, with up to 15% Pinot Nero (Noir) allowed to create the pink hue. The wine must also undergo a minimum of 60 days of secondary fermentation in pressurised tanks to stabilise the colour and preserve its signature bubbles. Styles ranging from Brut Nature to Extra Dry are permitted.
Rosé remains a strong performer for Aldi
According to Aldi wine buyer Josh Heley, rosé wine has been “flying off the shelves” in 2020. Heley revealed that sales were up 40% year-on-year over a six-month period compared to 2019, driven by strong consumer interest in light, fresh, and fruity wines—particularly during the UK’s first national lockdown.
Aldi has consistently expanded its rosé range in response to this demand, including the recent launch of a Provence rosé magnum, and this new pink Prosecco launch is expected to further strengthen its position as a go-to destination for affordable quality wine.
With the festive season approaching and pink fizz proving more popular than ever, Aldi’s early move into the Prosecco Rosé DOC category positions it well to capture shoppers looking for something celebratory, stylish, and reasonably priced.