Rosé wine has become increasingly popular in recent years, especially during its peak season in May in the northern hemisphere. However, this popularity comes with a challenge for retailers: the demand for the latest vintage means they only have a short window to sell their stock. If they don’t sell the previous year’s rosé before the new vintage arrives, they risk being left with wine that is perceived as out of date.
In the UK, one retailer has come up with an interesting solution to this issue. At Marks & Spencer’s Canary Wharf location, the store displays both the 2023 and 2024 vintages of rosé side by side. This strategy encourages customers to sift through the options, allowing those who specifically want the latest vintage to find it, while also helping to clear out older stock. The vintages are noted on the back label, making it easy for consumers to identify which bottle to choose.
As the new 2025 vintage approaches, the retailers will face the challenge of selling the 2024 and potentially unsold 2023 vintages, which could become increasingly difficult as consumer preferences lean toward the newest releases.