Cost hikes have forced Californian wine brand Blossom Hill to source some of its rosé from Italy instead of the US.

Brand owner Percy Fox said it had replaced its Californian Blossom Hill Classics blended rosé with a blended rosé from Italy (rsp: £4.63 BrandView.co.uk) earlier this year to ensure it remained competitive.

Blossom Hill was not defined by country and its positioning was more focused on “Californian heritage and brand ethos” rather than the wine being sourced from the region, it said.

“We diversified supply a little, which helped us deliver the taste profile consumers love and source in a way that enabled us to ensure a good value-for-money proposition and keep the availability of the wines out there,” said marketing manager Liz Ashdown. “Taste is the main purchase driver for mainstream wine consumers and provenance is not such a key factor. From a merchandising point of view we have the flexibility to source for the right style in rosé.”

Last year, industry experts warned that heightened domestic demand in the US and a reduction in the land devoted to vines could mean cheaper options would not be available and countries such as Spain and Italy might provide a suitable alternative for grenache or zinfandel rosés.

Distributor PLB this week said it was considering using Europe as an alternative supplier for rosé as legislation on sugar content in Zinfandel rosé from Italy had been clarified by the EU, allowing it to match US sugar volumes.

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