Eats

An Aldi billboard dispensing free rosé wine has appeared in Manchester

Everything is coming up rosé today.

Georgina Pellant - 8th June 2023

A blush pink billboard dispensing free wine has appeared in Manchester’s St Ann’s Square today, and it is causing quite a stir amongst shoppers.

Set up by budget supermarket chain Aldi to celebrate the start of the rosé drinking season, according to the team the jazzy wine-dispensing billboard is something of a ‘world’s first’ – designed to dispense rosé only when the weather hits the perfect temperature (19.2C, apparently).

According to research from Aldi sales, the north west is the biggest rosé-loving region in the UK. In response, the team decided to celebrate the arrival of the perfect rosé weather by launching the billboard – which will dispense the summer tipple when the weather hits the perfect temperature.

With the North West identified by Aldi sales data as the UK’s biggest rosé-loving region, the supermarket set up the billboard in the centre of Manchester ahead of National Rosé Day (10 June).

After researching over 1,000 rosé drinkers, the taps poured out free glasses as temperatures hit the ideal 19.2C at around 1pm in St Ann’s Square.

Two-thirds of those surveyed describe rosé as the ‘perfect summer drink’, while almost half think it’s best enjoyed in shorts and t-shirts – and a quarter start drinking it as soon as the winter coat comes off.

But ice is a divisive topic, with the country split in half when it comes to cooling their rosé; 55% think it’s acceptable when the weather is hot, while 45% claim they would ‘never’ dilute their drink.

Julie Ashfield, Managing Director of Buying at Aldi UK, said: “Everyone’s heard the saying ‘it’s wine o’clock’ but we wanted to find out when it’s ‘rosé degrees’ – and according to the nation of rosé lovers, the ideal temperature is 19.2C.

“Setting up the world’s first billboard to dispense rosé at a certain warm temperature was a challenge in Manchester, which is noted for rain.

“But as the centre of the region which loves rosé more than any other in the UK, fortunately, everything came up rosé.”

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Research by the supermarket also found that rosé lovers enjoy an average of 63 glasses throughout summer, spending £11.34 a bottle, with the preference being a glass of Provence at 5.18pm.

But despite a liking for Southern French vino, shoppers are decidedly more British when it comes to pairings, with over a third (34%) claiming crisps are the ultimate accompaniment to rosé. 

Unexpected answers also include a roast dinner (16%), cake (13%), curry (10%), ice cream (6%) and doughnuts (6%) – rising to 11% of 25–34-year-old rosé drinkers.

And one in three rosé drinking Brits claim to have tried last year’s ‘spicy rosé’ TikTok trend in which sliced jalapeños are added to a glass of pink – rising to over half of millennials, with 15% claiming to add one to every glass.

The activity comes as Aldi is fast becoming a destination for rosé wine. Last year, the supermarket saw a 134% uplift in spring/summer sales year on year – with the most successful day coinciding with the August heatwave.

Sam Caporn, Mistress of Wine, added: “Rosé is the ideal summer drink; it really does add a sense of summer fun and al fresco vibes to any occasion with friends and family.

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“When it comes to ‘whether’ to put ice in the glass or not, I’d advise rosé fans to be led by personal preference – which as ever – is all that really matters. Don’t worry too much about dilution as with rosé it’s all about refreshment and I love it being served super chilled.

“So let’s raise a glass to the nation’s favourite vino for summer sipping, a drop of pink!”

Aldi’s Rosé Billboard will dispense free rosé when the weather hits 19.2C (approx. 1pm) until 7pm in St Ann’s Square, Manchester on Thursday 8th and Friday 9th June.

Featured image – The Manc Eats