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ALDI LAUNCHES SWATCH KEYRING AS BRITS WASTE £103M A YEAR ON THE ‘WRONG SHADE’ OF ROSÉ

21 July, 2026

• Aldi launches limited-edition Rosé Swatch keyring, inspired by its curated rosé range, to help shoppers find the perfect shade
• Rosé sales have increased following the recent hot weather – with some Aldi bottles doubling their sales this year
• Nearly one in three Brits have turned down a glass of rosé because it wasn’t the right colour
• More than £103 million worth of rosé is rejected every year because of colour preferences

Aldi has announced the launch of its limited-edition Rosé Swatch keyring. Inspired by the supermarket’s curated rosé wine range, the pocket-sized colour guide is designed to help the nation’s shoppers identify their perfect pink and avoid costly buying mistakes. 

New research commissioned by Aldi reveals that almost one in three (31%) UK adults have turned down a glass of rosé simply because it wasn’t the right shade, equating to a staggering £103 million¹ worth of wine being rejected every year. 

Brits are choosing with their eyes as much as their tastebuds, with more than half (56%) saying colour is an important factor when selecting a bottle and almost a quarter (23%) admitting they always choose rosé based on its shade. 

The findings come as rosé cements its place as one of Britain’s favourite summer drinks, with two thirds (67%) saying summer is the season they are most likely to drink it.  

The average drinker is expecting to get through 20 glasses this summer alone, spending an average of £6.40 on a glass, or £15.60 a bottle, with the most popular time to take the first sip at 8pm.  

Aldi has seen this demand reflected in its aisles, with triple-digit demand for individual bottles within its rosé range. Fan-favourite Chassaux et Fils Sainte Victoire Rosé has seen sales shoot up by 100% year-on-year, while the Costellore Primitivo Rosé is up 64% year-on-year, as shoppers stock up for summer barbecues, garden parties and warm evenings. 

But despite its growing popularity, some rosé drinkers are particularly picky, with 13% rejecting a glass because it was too pale, 18% for being too dark and a further 18% admitted they’ve wanted to refuse a glass because of its colour but accepted it out of politeness. 

The anxiety rises even further when someone else is buying a bottle. Nearly one in three (29%) say they don’t trust anyone else to choose the right shade, while almost a third (32%) admit buying rosé for someone else is stressful. Partners are considered the safest people to ask to buy a bottle of rosé, although only 31% of Brits trust theirs to get it right. 

To solve this national rosé dilemma, the Rosé Swatch keyring features shades inspired by popular Aldi bottles, allowing wine lovers to easily point to their desired hue at bars, restaurants, or when sending friends to the drinks aisle.  

Julie Ashfield, Chief Commercial Officer at Aldi UK, says: “As soon as the weather warms up, we see shoppers reaching for rosé, and this recent spell of sunshine has helped drive another fantastic summer for the range, with popular rosé bottles’ sales increasing year-on-year.  

“Our research shows people have surprisingly strong opinions about the colour of their rosé, with many admitting they’ve rejected a glass simply because it wasn’t the shade they were hoping for. The Rosé Swatch is a fun way to take the guesswork out of choosing rosé while encouraging shoppers to discover that every shade has something different to offer.” 

Available exclusively via a giveaway, shoppers can be in with the chance of winning a limited-edition Rosé Swatch by emailingtheir full name to rosewinekeyring@aldi.co.uk before Tuesday 11^th August 2026. 

The research also found that despite Britain’s growing passion for pink wine, many still don’t know much about it. More than half (56%) incorrectly believe rosé is made by mixing red and white grapes together, while one in six (16%) think it comes from ‘rosé grapes’.  

The nation is equally divided over how it should be served. The poll found drinkers believe the perfect serving temperature for rosé is 6.9°C, with most saying a bottle should be chilled for between one and three hours before serving. 

To help combat rosé rumours, and get Brits to explore the full rosé colour spectrum, Aldi’s wine expert Sam Caporn MW shares her top tips: 

1. Don’t judge a rosé by its colour: “Many of us think a pale rosé is automatically ‘better’, but that’s just not true. The colour is about style, not quality. Paler hues are usually lighter and more delicate. While darker rosés, such as those made from Primitivo or Syrah, can have deeper fruit flavours and often pair beautifully with food – so don’t be afraid to explore the full colour spectrum.” 
2. Drink it fresh: “Unlike red wine, rosé does not improve with age. It shines brightest and crispest within a year of its vintage. This is especially important for styles like Provence, where freshness is key to capturing their signature bright, zesty character.” 
3. Adding ice isn’t a crime: “Despite half (51%) of Brits wouldn’t dream of it, the cold temperature softens acidity for a smoother, incredibly refreshing finish. Try it with a bold, fruity pink like Aldi’s Specially Selected Organic Costa Toscana Rosé.” 
4. Jazz it up: “Rosé is wonderfully versatile, and you can have fun tailoring it to different occasions. Adding fresh berries or slices of strawberry to a pale rosé can highlight its aromatic red fruit notes. For something adventurous, try slices of jalapeño – the chilli’s capsaicin interacts with the wine’s acidity to intensify fruit flavours and add a subtle kick. The key is to experiment – rosé is your canvas, and a little garnish can transform it entirely.” 

Aldi revealed the UK’s most-loved rosé shades. The shades inspired the numbers featured on the Swatch – making it easier than ever for shoppers to match their perfect pink. 

Top 9 Shades of Rosé (UK Preference): 

Shade 1 in Aldi’s Rosé Swatch – 40.9%: Light Provence blush, the nation’s favourite! Pale, elegant, and perfectly dry with hints of citrus and red berry. Aldi option: Chassaux et Fils Sainte Victoire Rosé (£8.99, 75cl) 

Shade 4 in Aldi’s Rosé Swatch – 20.6%: Pale salmon Mediterranean style. A crisp and refreshing salmon pink sip with subtle notes of peach and melon. Aldi option: Le Petit Poulet Rosé (£6.29, 75cl), also available in a magnum size, Le Grand Poulet (£11.99, 150cl) 

Shade 2 in Aldi’s Rosé Swatch – 6.4%: Elegant pale pink Italian rosé, with floral aromas and a touch of zesty citrus. Aldi option: Specially Selected Italian Pinot Grigio Blush (£6.99, 75cl) 

Shade 9 in Aldi’s Rosé Swatch – 6.3%: Deep-hued rosé, packed with intense dark fruit flavours. Aldi option: Kooliburra Australian Jammy Rosé (£5.99, 75cl) 

Shade 6 in Aldi’s Rosé Swatch – 5.9%: Grenache-led rosé that is bursting with raspberry and plum, offering more structure for those who want a little more from their glass. Aldi option: Chassaux et Fils Jolie by Juliette (£7.69, 75cl) 

Shade 5 in Aldi’s Rosé Swatch – 5.2%: Orange / Rosé blend. This rosé has a lively freshness and strawberry-led fruit. Aldi option: Specially Selected Rosorange (£9.99, 75cl) 

Shade 3 in Aldi’s Rosé Swatch – 4.1%: An Italian sparkling rosé - a beautiful balance of fruit and flowers. Aldi option: Castellore Organico Organic Prosecco Rosé DOC (£7.99, 75cl) 

Shade 7 in Aldi’s Rosé Swatch – 2.6%: Fuller-bodied rosé. Bold, fruity and with a touch of sweetness that makes it an excellent match for spicy dishes. Aldi option: Baron Rosé (£3.49, 75cl) 

Shade 8 in Aldi’s Rosé Swatch – 1.2%: An intense rosé is full of exotic character, with notes of ripe watermelon, cherry, and a hint of rose petal. Aldi option: Primitivo Rosato Puglia Rosé (£5.29, 75cl) 

Lucky Rosé fans can get their hands on a limited-edition Rosé Swatch by emailing their full name to rosewinekeyring@aldi.co.uk from 21^st July until 11^th August 2026.

 Aldi’s full rosé range is available in stores now. 

 -ENDS-

Notes to Editors:  

Survey of 1,000 consumers by Walr surveying body, June 2026