Benchmark Drinks has revealed that more than 70,000 bottles of Kylie Minogue Signature Rosé were sold within a week of the wine going on sale in Australia.
Paul Schaafsma, MD of Benchmark Drinks, announced in September that De Bortoli Wines had been chosen to distribute the wine Down Under.
“The interest in Kylie Minogue Signature Rosé across all social media channels from Australians has been overwhelming,” he said.
“We are thrilled to be partnering with De Bortoli Wines; one of the most respected and experienced Australian wine companies in Australia.”
Since launching the range on the singer’s birthday at the end of May, the wine has sold half a million bottles of rosé in the UK. It’s now the top-selling rosé over £7 at Tesco.
“Kylie’s wine range is the most successful product launch I’ve ever been involved in, and has had an extraordinary uptake,” Schaafsma told The Drinks Business.
“Kylie has such a broad following and wide demographic – my 18-year-old daughter has grown up listening to her. She’s had five number one albums in five decades, so she cuts across so many generations.
“As much as the wine industry wants to educate, people want something fun that fits with their lifestyle, and Kylie is friendly and easy going. They buy the first bottle because of her, and come back for more because of the quality of the wine – celebrity wines are bringing new consumers into the category.”
New products in the UK range include a Côtes de Provence rosé, Gascony Sauvignon Blanc and Pays d’Oc Merlot. A 2019 Margaret River Chardonnay made in collaboration with Howard Park will hit UK shelves soon.
Minogue also has a Yarra Valley Pinot Noir in the pipeline. It will be made by De Bortoli and is due to be bottled next spring.
Executive Director Victor De Bortoli said: “The De Bortoli family are thrilled to be partnering with such an Australian icon and sharing our wine passion together.”
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