# Pale Provence-Style Wines The Straw Hat Adds Blush Rosé in Color Carton By Amy Duong | Written with AI assistance | Published 2026-10-15 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/pale-provence-style-wines References: [retailtimes](https://retailtimes.co.uk/the-straw-hat-adds-blush-rose-to-its-growing-range)  The Straw Hat is expanding its wine lineup with Blush Rosé, its first addition in several years, giving everyday wine drinkers a Provence-leaning option without leaving the brand's accessible end of the shelf. A redesigned bottle and branded color carton give the range a more polished shelf look in UK retail, where The Straw Hat already leads British wine brands. Produced in Britain from imported Mediterranean grape juice, the wine borrows from Provence rosé with a pale blush look and an easy-drinking profile suited to autumn lunches or weekend entertaining. It is framed as a bottle for year-round social occasions rather than one kept for summer garden parties. Retailers can order it from October 19 at £6. At £6, the Provence-inspired style turns rosé into a trade-up option inside the value tier rather than a seasonal splurge. The stronger packaging also gives retailers a bottle that feels more giftable and chiller-ready while staying within everyday spend. Image Credit: The Straw Hat ## Trend Insights (Trend Hunter) - Score: 6.7/10 - Popularity: 36% | Activity: 66% | Freshness: 99% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### What Makes This Trend Stand Out - **Accessible Premium Rosé:** Value-tier wines are adopting premium regional cues, creating space for shoppers to trade up without leaving affordable price points. - **Year-round Wine Positioning:** Seasonal categories like rosé are being reframed for everyday entertaining, expanding consumption occasions beyond warm-weather rituals. - **Shelf-ready Packaging:** Polished bottles and color cartons are strengthening supermarket appeal by making budget-friendly alcohol feel more giftable and visually distinctive. ### Sectors Adopting This - **Wine and Spirits:** Provence-inspired formats at lower prices are reshaping how mainstream wine brands translate aspirational styles for mass retail. - **Grocery Retail:** Chiller-ready packaging and accessible pricing give supermarkets more ways to elevate private-label-adjacent wine selections in everyday aisles. - **Packaging Design:** Color-coded cartons and refreshed bottle aesthetics are becoming competitive tools for turning familiar beverage products into higher-perceived-value purchases. ## Related on Trend Hunter - [Summer-Celebrating Sparkling Rosé Wines](https://www.trendhunter.com/trends/nyetimber-english-summer-ros.md) - [Modern Pale Rosé Wines](https://www.trendhunter.com/trends/nice-going-places.md) - [Wine Color Keyrings](https://www.trendhunter.com/trends/rose-swatch-keyring.md) - [Premium Lifestyle Rose Launches](https://www.trendhunter.com/trends/roseblood-destoublon.md) - [Limited-Edition Rosé Collections](https://www.trendhunter.com/trends/santa-margherita-wines.md) - [Contemporary Provence Rosés](https://www.trendhunter.com/trends/pure-cuvee-rose.md) - [Summer-Suited Wine Ranges](https://www.trendhunter.com/trends/campo-viejo-contemporary.md) - [Ultra-Affordable Rosé Wines](https://www.trendhunter.com/trends/lidl-asti-ros.md) - [UK-Targeted Californian Wines](https://www.trendhunter.com/trends/cabana-california-ros.md)