Joan Collins fronts M&S rosé push

Marks & Spencer Food has officially launched rosé season ahead of the first May Bank Holiday, fronted by Hollywood actor and M&S Food ambassador Dame Joan Collins as the retailer reveals its largest rosé wine range to date.

The retailer said the 2026 launch includes 10 new additions to its rosé line-up, with M&S forecasting a “pink Summer” and peak sales of one bottle every two seconds.

Collins, pictured alongside her preferred M&S rosé, La Balconne Organic Provence Rosé, was used to mark the seasonal launch as she encouraged shoppers to “begin sipping”.

In a statement released on 30 April, Collins said: “Rosé season has arrived, though I’ve never been one to need permission to pour a glass.”

She added: “Who needs the South of France when you can simply glide into your local M&S Foodhall and find the finest rosé right there? You don’t need a Riviera postcode, just impeccable taste… preferably chilled.”

Biggest rosé range yet

M&S said this year marks its biggest-ever rosé range, launching ahead of what it sees as the unofficial start of outdoor entertaining over the Bank Holiday weekend.

To support the seasonal campaign, the retailer is offering customers 10% off when purchasing any four bottles in store throughout the summer.

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M&S winemaker Belinda Kleinig said: “This summer, M&S is helping everyone find their perfect shade of pink, with a stunning selection of rosé wines.”

Highlighting new additions, Kleinig added: “New wine on the block is our Lisboa Bonita Rosé from sunny Portugal – fresh and elegant, it’s made for easy sipping. For picnics and summer parties, our brilliant-value Italian Rosato pouch is perfect for sharing.”

She continued: “Whatever summer brings, you can always rely on a glass of sunshine when you have a rosé in your hand. Cheers!”

Key wines in the range

Among the wines being highlighted is La Balconne Organic Provence Rosé (£16/75cl), described by M&S as Collins’ pick. The retailer said the wine offers notes of white peach, strawberry and wild herbs, and can be served as an aperitif or alongside seafood, salads or cheese.

Also featured is Classics Côtes de Provence Rosé (£10/75cl), which M&S described as its bestselling rosé in M&S Foodhall stores. The wine is said to be crisp, delicate and dry, with flavours of strawberries and redcurrants.

New addition Lisboa Bonita Rosé (£8/75cl) is positioned as a fruit-forward Portuguese option with red berry notes and watermelon.

Meanwhile, the Italian Rosato Pouch (£12/1.5L) has been launched as a larger-format option aimed at entertaining occasions, while Found Vinho Verde Rosé (£8/75cl) rounds out the summer selection with a lightly spritzy Portuguese style.

The rosé campaign forms part of M&S’s wider summer food and drink push, with the retailer seeking to capitalise on warmer weather demand and seasonal outdoor occasions.