I heart wines is turning up the blush with the launch of its brand-new White Zinfandel, bringing a fresh, vibrant addition to its much-loved range and doubling down on its roots in convenience, with a first-to-market launch with Booker.
The brand started out 16 years ago in convenience and continues to view the channel as a key growth driver. Ranked the UK’s #10 wine brand*, I heart sells over 20 million bottles annually, and is seeing 14% value, 16% volume growth*, underlining its strong track record in driving growth and responding to evolving consumer habits and demand.
The new I heart White Zinfandel will launch initially in convenience, securing listings with Booker, Nisa, Parfetts and Bestway. The launch reinforces I heart’s mission to support retailers with trend-led high demand wines that drive impulse and repeat purchase.
Refreshing, juicy and just 8% ABV, the new addition taps into demand for approachable wines and the rise of Rosé-style occasions, particularly among younger consumers. Already showing strong appeal, consumer testing via Vypr (September 2025) delivered over 86% purchase intent, highlighting its potential as a standout addition to the category. This sits against strong performance in the wider range, with I heart Prosecco Rosé and I heart Rosé delivering 8% and 9% value growth respectively, alongside 9% volume growth for both, underlining sustained demand for the style.
Designed to capitalise on this momentum, I heart’s latest addition will be supported by a programme of summer activations, including a White Zinfandel pop-up in London in July. Together, these events are intended to reinforce the brand’s inclusive, fun-loving, vibrant identity whilst driving social engagement with this growing consumer segment.
Lucy Auld, Marketing Director, explained: “Convenience has always been at the core of our brand. It’s where I heart wines started, and it remains a crucial channel for us. Launching White Zinfandel into the convenience channel first is a deliberate move to support our retail partners with a proven, high-demand style that resonates strongly with today’s shopper. It’s light, fruit-forward, and easy to enjoy – exactly what people are looking for. And with such strong feedback from our research, we’re confident it’s going to be a brilliant addition for both shoppers and our retail partners.”
I heart wines’ White Zinfandel launches in the UK in mid-June (75cl, 8% ABV, RRP £6.50).
* Circana, 12w 12.04.26
