Aldi Sets Up Rosé-Dispensing Billboard That Only Serves The Beverage At Its Best

We’ve all heard of “wine o’clock,” but what about “rosé degrees”? It turns out, the ideal temperature at which to consume the pink-tinted drink is 19.2°C (66.56°F), and shoppers in Manchester got to treat themselves to a glass of the beverage at this “optimal” setting.

Discount grocer Aldi set up a temperature-sensitive billboard that dispensed free rosé to passersby as part of the festivities surrounding National Rosé Day (June 10). The innovative out-of-home campaign was created based on feedback from a survey of over 1,000 drinkers.

“Setting up the world’s first billboard to dispense rosé at a certain warm temperature was a challenge in Manchester, which is noted for rain. But as the center of the region which loves rosé more than any other in the UK, fortunately, everything came up rosé,” said Julie Ashfield, Managing Director of Buying at Aldi UK.

According to the supermarket, rosé lovers said they sipped on an average of 63 glasses of the drink throughout the summer, with an average spend of £11.34 (US$14.25) a bottle. The ideal was to kick back with a glass of Provence at 5.18 pm in the evening.

Interestingly, over a third (34%) of shoppers liked to pair the Southern French vino with chips, along with a roast dinner (16%), cake (13%), curry (10%), and more. One in three drinkers even tried the viral TikTok “spicy rosé” challenge by adding sliced jalapeños to the beverage.

One point of contention was the addition of ice to a glass of pink. 55% of survey respondents said it was acceptable to do so, while the other 45% were completely against diluting alcohol with any form of ice.

“Rosé is the ideal summer drink; it really does add a sense of summer fun and al fresco vibes to any occasion with friends and family. So let’s raise a glass to the nation’s favorite vino for summer sipping, a drop of pink!” Concluded Sam Capron, Mistress of Wine.

@manchesternews This is the world’s first ever billboard that dispenses free rosé. Aldi shoppers could grab a free glass of cold wine in St Ann’s Square to celebrate the start of summer. #manchestereveningnews #curiously #aldi #wine #rosé #summer ♬ original sound - Manchester News

[via Marketing Beat and Forbes, images via Aldi]