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  • Supermarket has seen a 166% sales[1] increase since middle of January caused by dramatic ‘poisoned chalice’ TV moment

Aldi has seen an astonishing 166% sales rise for its fizzy rosé despite Dry Jan – after Diane Carson, the much-loved contestant on BBC’s The Traitors, drank a glass just before she was dramatically ‘killed off’.

The second series of the hit reality show hosted by Claudia Winkleman, where contestants trick and deceive each other for the chance to win their share of up to £120,000, returned to screens earlier this month.

Diane, 63, who was a ‘Faithful’ in the series, was chosen as the Traitors’ victim during the ‘poisoned chalice’ challenge – and accepted a glass of fizzy rosé from Traitor Miles, condemning her to death.

After her tumultuous exit from the show on Thursday 18 January, the retired teacher reunited with her family for more of her favourite tipple, posting a picture on Instagram with the message, ‘GOD, the fizzy tastes so much better when it’s not poisoned.’

Aldi says Diane’s appearance on the series is behind the extraordinary rise in its fizzy rosé sales figures nationwide.

Julie Ashfield, Managing Director of Buying, Aldi UK, said: ‘The Traitors has become a must watch TV show thanks to the brilliant second series, and our customers clearly love it.

‘No-one could work out why our bottles of fizzy rosé were suddenly flying off the shelves like never before – until someone put two and two together, and realised it was the Diane affect.’

Shoppers can pick up a bottle of Aldi’s Costellore Prosecco Rosé (75cl) from Aldi for just £5.99, down from £6.49, while stocks last.

Aldi’s range of fizzy rosé is in stores now.


For further information, images or to request a sample, please contact the Aldi Communications Team on:  

020 7479 0910  

Please contact the Aldi team at Clarion to confirm product details and availability prior to print  

For more details on Aldi’s award wins, please visit  

*Scottish and Welsh customers are not able to buy products that fall below the MUP. 

[1] Aldi’s Organic Prosecco Rose saw uplifts of +166% week on week following The Traitors ‘fizzy rosé’ episode, 17th January

For more information, please contact the Aldi Press Office on:
T: 0207 479 0910 or