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Anjou aims to shake-off "pass" image

Published:  23 July, 2008

Despite the ros sales boom, the Loire's biggest producer of ros, Anjou, has seen its UK sales fall 13% by volume in the past year.

Its overall sales value has seen a less dramatic fall of 10%, as the average bottle price has increased from 3.35 to 3.48 (AC Nielsen MAT 23.04.07).

However a spokesman for InterLoire admitted Ros still suffers from a perception that it is a little pass. "The old-fashioned image [as an entry-level sweetish ros wine] tends to stick," he added.

This week it will hold a Queens' Garden Party for the gay community in London to promote ros d'Anjou. It also intends to hold competitions in local newspapers with an "outdoor drinking" message.