Winemaking accident inspires new Kylie Minogue rosé
Star singer-songwriter Kylie Minogue has launched a new style of rosé, which – the drinks business can exclusively reveal – was the product of a winemaking accident and has already been a huge hit.
Called The Petit Rosé, the latest product from the ‘Princess of Pop’ is a pink wine with just 7% ABV, marking the celebrity’s first foray into the ‘lighter wines’ category following her success with standard strength French and Provençal rosé, as well as zero-alcohol drinks too.
As for the inspiration behind this additional wine in the Kylie Minogue range, db was told by Paul Schaafsma, who is managing director of Benchmark Drinks – which handles the pop star’s wines – that The Petit Rosé actually originated from an error in the cellar.
According to Schaafsma, someone in the winery had mistakenly topped-up half a tank of sparkling Kylie Zero with a full-strength still wine, and, while wondering what to do next, the team at Benchmark Drinks tried the result, and decided it was delicious.
Following further experimentation – this time by design – a new, lower-abv, gently sparkling rosé was created, under the project name, ‘the accident’, which has now hit shelves in the UK as The Petit Rosé.
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And, according to Schaafsma, the new product has become the “number one mid-strength wine in its first three weeks of sales”, and “has been the most successful launch” for the period August to September in one leading UK retailer.
In terms of the wine’s positioning, Schaafsma told db that the marketing was not centred around the wine’s abv, commenting, “We are not calling it mid-strength, it’s a beverage, and it’s in the wine section,” he said.
Indeed, official press information describes The Petit Rosé as “a lightly sparkling rosé with bright notes of summer berries and soft floral tones,” while noting that it “delivers vibrant flavour in a beautifully balanced, lighter expression.”
Founded in May 2020, Kylie Minogue Wines has now sold over 22 million bottles, according to Nielsen EPOS, 52wks ending 14 June 2025, with Kylie Minogue’s Signature Rosé being the number one premium branded rosé in the UK, while her Prosecco Rosé leads the category in the UK, with a 33% market share.
The Petit Rosé launched in Tesco and is now also available in Morrisons.
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