US wine group E&J Gallo is to launch its Prophecy rosé wine in the UK this month.
The brand’s six wines are made from grapes sourced around the world, while the labels, designed by New York-based artist Victo Ngai, are inspired by tarot cards.
Prophecy’s rosé, which will be available in supermarkets Tesco and Asda, is currently the best-selling premium rosé in the US off-trade, according to data from analyst Wine Intelligence.
The rosé is made from grapes grown across the south of France and is said to have notes of strawberry and raspberry.
Prophecy’s rosé label features the Goddess of the Wheel of Fortune. who wears a pale pink garment.
Olga Senkina, marketing director EMEA at E& J Gallo Winery said the brand’s eye-catching labels differentiate it from other, more traditional wines on supermarket shelves, and have proven particularly popular with millennial drinkers.
“With its attractive label, Prophecy has a real opportunity to disrupt the wine category in a similar way to craft beer and gin,” she said.
“Both categories have experienced significant growth in consumers buying into them, and we believe the attractive labels are a big reason for this.”
“Prophecy’s beautifully designed labels create a unique talking point for consumers and the quality of the wines ensures that consumers keep coming back, proving that Prophecy wines really are beautiful on the inside and out.”
The rosés will be supported by trade marketing as well as a highly targeted social media campaign.
The wine will be sold at Asda and Tesco stores nationwide with an RRP of £10.
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