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07 Jul 2017

Box Clever

Cote Bleu Méditerranée Rosé Boxed Wine

Waitrose launches premium bag-in-box wine range 

Waitrose has introduced a selection of premium bag-in-box wines as the supermarket predicts a surge in popularity for the environmentally-friendly format. The new range includes the supermarket's first bag-in-box dry, pale rosé.  

Perfect for festivals, picnics, barbecues and parties, the supermarket anticipates that bag-in-box wine will make a comeback this summer as customers embrace the ease and convenience of the boxes, which hold up to the equivalent of three bottles of wine. Bag-in-box wine is seeing a resurgence in popularity as shoppers look for practical and environmental alternatives to glass bottles. As well as having a low carbon footprint, bag-in-box packaging is recyclable and allows the wine to stay fresh in the fridge for 4-6 weeks. The range now available in Waitrose shops includes the Beefsteak Club Malbec (a top-selling red at the supermarket) and a brand new Mediterranean rosé. 

The Cote Bleu Méditerranée Rosé is a classic dry rosé in chic Art Deco style packaging with fresh strawberry and raspberry flavours - perfect with antipasti and seafood. 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, proving that the nation's thirst for pink is growing from strength to strength.

Victoria Mason, Waitrose wine buyer, says: 'We are 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 range of bag-in-box wine now includes:
Cote Bleu Méditerranée Rosé £14.99/1.5 litres
The Beefsteak Club Malbec £20.99/2.25 litres
Marlborough Springs Sauvignon Blanc £20.99/2.25 litres
Stormhoek Chenin-Chardonnay £15.99/2.25 litres

Launching on 24th July:
Stormhoek Merlot Cabernet £15.99/2.25 litres
Les Dauphins Cotes du Rhone Villages £20.99/2.25 litres

For further information please contact the Waitrose PR team at ZPR on 0207 287 5006 or email waitrose@z-pr.com.

Information and prices correct at time of release.  Waitrose customer enquiry number is 0800 188 884.

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