News

Billboard dispenses rosé when hits “perfect temperature”

09 June 2023 By James Evison

Aldi has set up a billboard in Manchester which dispenses rosé when the weather hits the “perfect temperature”, following the retailer’s research on the wine.

Following the retailer’s research that North-West England was the UK’s “biggest rosé-loving region”, the supermarket set up the billboard ahead of National Rosé Day tomorrow (10 June).

The taps, which were inserted into the front of the billboard, began to pour out free glasses as temperatures hit the “ideal” 19.2C at around 1pm in St Ann’s Square yesterday and again this afternoon (9 June).

The supermarket’s survey also revealed two-thirds of the 1,000 drinkers it surveyed would describe rosé as the ‘perfect summer drink’ with almost half think it is “best enjoyed in shorts and t-shirts”. In terms of serving, 55% thought it was acceptable to add ice to the drink when the weather was hot, with 45% saying they would never “dilute” it.

Research by the supermarket also found consumers will have 63 glasses of the wine throughout the summer, spending on average £11.34 a bottle, with the perfect time for a glass being 5.18pm.

It also discovered one in three rosé drinkers tried last year’s ‘spicy rosé’ TikTok trend in which sliced jalapeños are added, rising to more than half of millennials, with 15% claiming to add one to every glass.

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.”

Sam Caporn, mistress of wine, added: “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.”