# Actress-Backed Rosé Campaigns Dame Joan Collins and M&S Food Partnered to Kick Off Rosé Season By Michael Hemsworth | Published 2026-05-02 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/dame-joan-collins-and-ms-food References: [retailtimes](https://retailtimes.co.uk/dame-joan-collins-kicks-off-rose-season-with-pink-carpet-moment-at-ms/)  Dame Joan Collins and [M&S Food](https://www.trendhunter.com/trends/ms-better-with-beans) partnered to celebrate the launch of rosé season with a lavish activation that saw the iconic actress herself walking the pink carpet at a local M&S. The campaign encourages consumers to patronize their local [M&S Foodhall](https://www.trendhunter.com/trends/smoky-halloumi-burrito) to pick up a bottle of rosé wine when the mood strikes. The activation with Collins saw her standing in front of a lavish rosé tower where she encouraged wine fans to start sipping now that the warm weather entertaining months are just about to begin. Dame Collins commented on the campaign with M&S saying, "Rosé season has arrived, though I’ve never been one to need permission to pour a glass. 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.” ## Trend Insights (Trend Hunter) - Score: 7.2/10 - Popularity: 66% | Activity: 77% | Freshness: 74% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What Makes This Trend Stand Out - **Celebrity-driven Retail Activations:** Celebrity partnerships create premium halo effects in mainstream stores, enabling private-label prestige and hybrid entertainment-shopping formats. - **Seasonal Rosé Positioning:** Seasonal beverage framing turns rosé into a timely cultural moment, supporting limited-run SKUs and co-branded collections that capitalize on short-term demand spikes. - **Localized Luxury Accessibility:** Localizing aspirational experiences makes luxury imagery attainable at neighborhood retail, fostering perceptions of high-end taste without traditional price or location barriers. ### Sectors Adopting This - **Retail-grocery:** Supermarkets are positioned to function as lifestyle destinations through curated alcohol assortments and theatrical in-store displays that narrow the gap with specialty retailers. - **Wine-and-beverage:** Rosé-centric campaigns reveal opportunities for producer-retailer co-branded SKUs and seasonal bottlings that amplify small-producer visibility at scale. - **Experiential-marketing:** High-profile activations highlight scalable pop-up frameworks that combine sampling, influencer exposure, and retail conversion in shared physical spaces. ## Related on Trend Hunter - [Limited-Edition Organic Wines](https://www.trendhunter.com/trends/avaline-x-stella-mccartney.md) - [Cocktail-Celebrating Liqueur Campaigns](https://www.trendhunter.com/trends/stgermain-campaign.md) - [Culinary Tradition Food Campaigns](https://www.trendhunter.com/trends/merchant-gourmet-yes-chef-campaign.md) - [Romantic Whimsical Rosés](https://www.trendhunter.com/trends/santa-margherita-x-loveshackfancy.md) - [Fashion Icon Rosé Collections](https://www.trendhunter.com/trends/vera-wang-roses.md) - [Festive Rom-Com Cheese Campaigns](https://www.trendhunter.com/trends/boursin-christmas-campaign.md) - [Premium Lifestyle Rose Launches](https://www.trendhunter.com/trends/roseblood-destoublon.md) - [Summer-Forward Food Billboards](https://www.trendhunter.com/trends/let-your-summer-side-out.md) - [Frozen Wine Desserts](https://www.trendhunter.com/trends/ros-popsicles.md)