Aldi launches its ‘chicken wine’ dupe in magnum
Budget supermarket Aldi is to release Le Grand Poulet Rosé wine, a magnum-sized version of its Le Petit Poulet Rosé, on 6 July, the same day England plays Mexico in the World Cup.
La Vieille Ferme Rosé, produced in the Rhône by Famille Perrin, is one of the biggest success stories of all time in the UK off-trade. It first went viral on TikTok in the summer of 2024 when fans who struggled to pronounce the French name began affectionately calling it “the chicken wine” due to the illustrated poultry on its label.
Subsequently, sales shot up. As db reported, La Vieille Ferme Rosé hit record-breaking sales in the UK last year, surging by 60% year-on-year and shifting 5.2 million bottles more than in the preceding 12 months, racking up total sales of almost 13.9m bottles.
Incredibly, this one brand ended up driving more than 70% of the entire rosé category’s growth in the UK in 2025.
Aldi’s chicken wine mimic
Keen to piggyback on La Vieille Ferme Rosé’s extraordinary success, Aldi launched its own version in September 2025. Called Le Petit Poulet Rosé, the wine shares a similar label design to La Vieille Ferme Rosé, but Aldi was keen to stress its price difference (£6.29 compared with about £9 for the Perrins’ original expression).
Today, Aldi has revealed it is going one step further by bringing out Le Grand Poulet Rosé in magnum format, at “almost £5 cheaper than La Vieille Ferme Rosé magnum”, based on Sainsbury’s prices for the latter.
The 150cl magnum is the equivalent of two standard wine bottles, and lands in Aldi stores on 6 July, the same day the England men’s football team takes on Mexico in the World Cup.
It will be priced at £11.99 compared to Sainsbury’s £17.50 price tag for trailblazer brand La Vieille Ferme Rosé in magnum. db has contacted Aldi to enquire whether the magnum format of Aldi’s own ‘chicken wine’ is a permanent addition to its wine aisle or a limited-edition release and will update this article accordingly.
Partner Content
Speed and agility
One of Aldi’s strengths is its ability to both set trends and react to them with speed.
It was a front-runner in the uptick in sales for Crémant, creating FOMO in UK shoppers by limiting Aldi customers to buying just two bottles per person of its Crémant de Loire in the lead up to Christmas 2024, triggering a rush to stores.
The tactic clearly worked as the following year it tried the same trick with its own-label Champagne. Aldi claimed in December 2025 that it was restricting sales of its popular Nicolas de Montbart Champagne Brut, on shelf at the discounted price £9.99, to stop consumers loading up on the reasonably priced fizz. Instead, shoppers were permitted to buy just four bottles per person ahead of Christmas, arguably more than they might have done had the ‘restriction’ not been put in place.
Bubble-free Prosecco
Aldi also took a punt on ‘bubble-free Prosecco’ last year, showing its buying team are not afraid of a challenge. However, the budget chain claimed it was only giving the product six months to prove itself worthy of a more permanent slot in the range.
“Made from the same grape variety in the same location as its more recognisable sparkling wines, Costellore It’s Still Prosecco is fresh, fruit and floral on the nose with concentrated orchard fruits on the palate,” an Aldi spokesperson told db at the time. “Off-dry, the wine finishes with a subtle honeyed note, and bold acidity keeps it refreshing.”
Still Prosecco has been officially permitted by the Prosecco DOC for a while, but it is produced in very limited quantities compared to Prosecco DOC Sparkling or Rosé wines and only made up 0.1% of total Prosecco DOC production in 2024.
Related news
Vinarchy puts 'biggest investment yet' behind new Jacob’s Creek campaign
Relighting a passion: wine and America on a milestone anniversary
