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Boxed wine brand Laylo launches Luberon rosé

High-end boxed wine brand Laylo has launched a Méditerranée IGP Grenache rosé from Luberon that aims to change perceptions of the bag-in-box format.

Called Lot #4 Rosé Méditerranée IGP, the pale pink is made from Grenache grown in the UNESCO protected Luberon National Park in southern France.

Designed to be enjoyed at parties, picnics and barbecues, the gold rose motif on the pale pink box is inspired by the pattern on a vintage scarf and aims to “evoke the timeless glamour of the French Riviera”.

On the nose the rosé offers notes of strawberries, raspberries and cream, followed by “a burst of red fruit flavours” on the palate, and “a refreshing, zesty sweet lemon finish”. Ideal as an apéritif, it is also said to pair well with shellfish.

According to its makers, the eco-friendly packaging generates 90% less carbon than the equivalent wine in glass bottles.

We wanted to find Laylo customers a rosé that combined sustainable high quality, traditional winemaking and joyful holiday vibes. With sales of rosé up 250% so far this year,  according to Laithwaites, it is a firm summer favourite among UK drinkers, and the classy Provence style is the most popular choice,” said Laylo co-founder Laura Riches.

Her business partner, Laura Rosenberger, added: “With foreign travel trickier than usual, we hope that this little gem brings some Provence sunshine to summer get-togethers, or quiet moments with a good book!”

Lot #4: Rosé Méditerranée is available on the Laylo website priced at £33.99 per 2.25l box (equivalent to three bottles) including free next day delivery.

Launching Laylo last November, Riches and Rosenberger are on a mission to reimagine the boxed wine format and change people’s perceptions of it.

They seek out small, limited-availability parcels of premium wine and package them in chic boxes that consumers feel happy to display on their countertop.

Their releases are aimed at consumers who enjoy the flexibility of being able to enjoy their wine a glass at a time, without having to open a full bottle.

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