Winemaker E&J Gallo has rolled out its "Rosé on the Rocks" promotion to the on-trade and announced a £2.5m advertising spend for the year.
The brand's latest campaign, starting 21 May, focuses on what the company hopes will become a new trend for serving rosé wine over ice in the same style as cider.
By putting Gallo Family Vineyards White Grenache or White Zinfandel with ice, Gallo hopes Rosé on the Rocks, will broaden the reach of wine.
Rosé on the Rocks PoS kits, including branded glassware, are available to all WaverlyTBS customers while stocks last. The promotion was successfully trialed within Zelgrain and Wessex Taverns pub groups last autumn.
Jane Hunter, Western Europe marketing director for E&J Gallo Winery, said: "The trial was even more successful than we had imagined. Not only did consumers love the drink but the bar staff really got behind the campaign too."
Support for the idea will include press and outdoor advertising and updated packaging. The ads show a gathering of friends in an informal, relaxed setting - said to convey the Gallo Family Vineyards' position of "togetherness".