Asda is expanding its Screaming Devil range with Screaming Devil Brut, giving the label a fizzy option for parties and casual celebrations. It is the range's first move into fizz, coming from Provence and keeping the line connected to the same French wine region as its rosé sibling.
Exclusive to Asda, the brut sits at 11.5% alcohol by volume and is built for easy sipping rather than a heavy pour. Citrus notes and white-peach character give it a crisp, fruit-led profile, so the bottle works as readily for an impromptu toast as it does for a Halloween table or seasonal get-together.
The Screaming Devil name now covers rosé and a bottle for celebratory moments, which makes party buying simpler without leaving the value end of the aisle. It also turns the label from a one-bottle curiosity into a range people can revisit across occasions.
Image Credit: Retail Times, Fiona Briggs
Key Themes Behind This Trend
- Value Fizz Expansion
- Affordable sparkling wine extensions give supermarket labels a broader role in everyday celebrations while challenging premium-led category assumptions.
- Occasion-led Wine Branding
- Seasonal and party-ready positioning creates room for beverage brands to build repeatable purchasing rituals around casual gatherings and themed events.
- Regional Range Building
- French-region continuity across multiple formats strengthens private-label storytelling and differentiates budget-friendly wines through provenance cues.
Where This Applies
- Grocery Retail
- Exclusive alcohol ranges can turn supermarket aisles into destination channels for accessible celebration products with stronger private-label loyalty.
- Wine and Spirits
- Lower-commitment sparkling formats expand the market for fizz by appealing to shoppers seeking approachable alternatives to traditional Champagne or premium prosecco.
- Event and Party Planning
- Ready-to-serve celebratory drinks with playful branding support simpler hosting experiences for seasonal parties, informal toasts, and spontaneous gatherings.
