Retailers can keep their store in the pink by expanding their ranging of dry rosé wine, with stats showing a shift in demand from sweet to dry among millennials.

The brand’s new Le Petit Rosé is set to capitalise on the dry Provençal rosé category’s 30.5% growth.

Vicky Hoey, Pernod Ricard’s head of marketing, described the segment as “a key emerging wine choice for shoppers, including younger consumers who are eager to try new styles”.

The UK launch follows success in Australia, where after eight months it is the leading dry rosé wine.

The launch is supported by PoS, digital and online advertising this month, with a second round in spring next year.