// The billboard is in St Ann’s Square in Manchester
// It will dispense wine when temperatures hit 19.2C
Aldi has erected a rosé wine dispensing billboard in the centre of Manchester to coincide with National Rosé Day on Saturday.
The discounter has identifed the northwest as the UK’s biggest rosé-loving region according to its sales data.
A giant pink in the St Ann’s Squarre in Manchester will a free glass of Provence Rosé to passers by today and tomororw, but only when the weather hits 19.2C, which the retailer’s research found was the perfect climate to enjoy a glass of vino.
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The activation comes as Aldi witnessed a 134% sales uplift in spring/summer sales year on year, with the most successful day coinciding with the August heatwave.
Aldi UK managing director of buying Julie Ashfield 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.”
Two thirds of those surveyed by the retailer described rosé as the ‘perfect summer drink’.
Aldi mistress of wine Sam Caporn said: “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.
“So let’s raise a glass to the nation’s favourite vino for summer sipping, a drop of pink!”