Famille Perrin, the French wine producer behind the La Vieille Ferme label, has partnered with Dash Water, the UK sparkling water brand, to create a limited-edition rosé spritz kit. The kit, available exclusively through Dash's website for £60 ($81.17), is being positioned as a simple way for consumers to enjoy a lighter, lower-alcohol drink at home over the summer.
The collaboration brings together a wine brand that has become a staple in supermarkets around the world with a growing soft-drinks company known for using wonky fruit that would otherwise be discarded. According to the two companies, the spritz kit is designed to meet the growing consumer demand for drinks that are lower in alcohol but still full of flavour.
What’s inside the La Vieille Ferme and Dash Water spritz kit?
Each kit contains a full bottle of La Vieille Ferme rosé, two cans of Dash Peach sparkling water, a pair of spritz glasses designed by the British product designer Issy Granger, a deck of playing cards, a key ring and two glass straws. The inclusion of the serving glasses and accessories suggests the companies are aiming to offer an experience rather than just a beverage, allowing consumers to recreate the feel of a summer bar at home.
To make the spritz, consumers are instructed to combine a measure of La Vieille Ferme rosé with a generous splash of Dash Peach over ice. The addition of sparkling peach water introduces a subtle fruitiness and a gentle fizz that lightens the wine, reducing its alcohol percentage and creating a drink that is intended to be sipped slowly. The kit also includes branded extras that make it suitable for shared occasions such as picnics, garden parties and bank holiday gatherings.
Tapping into the lower-alcohol trend
The launch of the spritz kit reflects a broader shift in drinking habits across Europe and North America. In recent years, the drinks industry has seen a significant rise in the popularity of low- and no-alcohol beverages. Health-conscious consumers are increasingly seeking ways to moderate their alcohol intake, while still wanting to participate in social occasions that traditionally centre on drinking. Wine spritzers, which have long been popular in continental Europe, have become a fashionable choice among younger demographics, thanks in part to the rise of mediterranean-style aperitivo culture.
According to recent industry research, the global no- and low-alcohol beverage market has been expanding steadily, with forecasters predicting continued double-digit growth for the rest of the decade. Many established wine and spirits producers have responded by introducing lower-alcohol versions of their existing brands or by creating ready-to-drink spritz products. Famille Perrin and Dash Water’s collaboration fits neatly into this trend, offering a product that is not pre-mixed but still requires minimal effort on the part of the consumer.
The move also taps into one of the summer’s biggest drinks trends: lighter, longer and lower-alcohol serves. Rather than replacing wine altogether, spritzes allow drinkers to stretch a single glass of wine further and moderate their alcohol consumption without sacrificing taste. The addition of Dash Water, a product that contains no sugar, no sweeteners and no calories, also aligns with the growing preference for beverages that feel healthy and natural.
A meeting of two growing brands
Dash Water was founded in 2017 by Alex Wright and Jack Scott, who met while working as food buyers. The company started after the pair learned that millions of tonnes of fruit and vegetables are wasted each year because they are misshapen or imperfect. Dash Water uses these ‘wonky’ fruits to flavour its sparkling water range, which includes Peach, Raspberry, Lemon, Cucumber and Blackberry. The brand has become a fixture in the UK’s premium soft drinks sector and has expanded its presence in cafes, hotels, restaurants and supermarkets.
Commenting on the collaboration, Dash Water co-founder Alex Wright said: “When we first thought about pairing Dash Peach with La Vieille Ferme, it felt like one of those ideas that was hiding in plain sight. As people embrace moderation, they're looking for simple twists on the classics rather than something completely different.”
La Vieille Ferme, meanwhile, has a long history that dates back to the 1970s, when the Perrin family of Château de Beaucastel in Châteauneuf-du-Pape decided to create a separate, approachable brand that would offer good quality wine at an affordable price. The label now encompasses red, white and rosé wines produced from vineyards across the Luberon and Ventoux regions of Provence and the southern Rhône. Over the decades, La Vieille Ferme has become one of the best-selling French wine brands in international markets, particularly in the United States and the United Kingdom.
Andrew Bayley, managing director of Famille Perrin, said: “La Vieille Ferme is all about sharing good times with good friends, and adding a splash of Dash Peach sparkling water brings a fresh twist that complements it perfectly and lightens the drinking occasion.”
How the spritz kit fits into Famille Perrin’s strategy
For Famille Perrin, the collaboration with Dash Water is part of a wider effort to keep La Vieille Ferme relevant in a rapidly changing drinks market. The company has been exploring new ways to engage with consumers, including limited-edition packaging, seasonal campaigns and partnerships with brands outside the traditional wine industry. By teaming up with a modern, purpose-driven brand like Dash Water, the producer appears to be aiming to attract a younger audience that values flexibility and mindfulness when it comes to alcohol.
The spritz kit also reflects the growing importance of e-commerce for wine brands. Rather than relying entirely on supermarket shelf space, La Vieille Ferme and Dash Water can reach consumers directly through Dash’s online store, building a community of brand loyalists and collecting valuable data on consumer preferences. Limited-edition products such as this one are often used as a way to generate excitement and media coverage, and the scarcity model encourages consumers to act quickly before the product sells out.
KFC pop-up: La Vieille Ferme and fried chicken
In a separate but equally eye-catching initiative, Famille Perrin is also joining forces with KFC to launch a pop-up “chicken and wine bar” in London later this month. The event, which has been named Coq au Vin, will take place in Shoreditch in east London over the August Bank Holiday weekend. The bar will serve a selection of La Vieille Ferme wines alongside KFC’s fried chicken, in a move that aims to break down the perceived barrier between fast food and premium wine.
The pop-up is an indication of how major brands are increasingly willing to experiment with unconventional pairings to capture consumer attention. Wine bars have traditionally focused on cheese, charcuterie and other upscale snacks, but the collaboration between KFC and Famille Perrin suggests a more playful and inclusive approach. By combining a globally recognized fast-food brand with a wine label that has deep roots in French terroir, the companies hope to tap into the growing trend of “casual indulgence”, where consumers are looking for comfort food with a touch of sophistication.
The choice of the name Coq au Vin references the classic French dish of chicken braised in wine, tying the collaboration to the brand’s French heritage while adding a cheeky modern twist. At the pop-up, visitors will be able to sample wines from the La Vieille Ferme range, which includes a red sourced from the Rhône Valley, a white made from classic Provence grapes and the same rosé that is featured in the Dash Water spritz kit. The menu is expected to feature a selection of KFC’s signature fried chicken, likely including both original pieces and fillets, served in an environment designed to encourage relaxed drinking.
Andrew Bayley added that the KFC partnership was about “bringing a sense of fun to the wine category and encouraging people to enjoy La Vieille Ferme in new and unexpected ways.” He noted that spritzers and wine-with-food experiences are becoming increasingly important as consumers look for drinks that fit into a more balanced lifestyle.
Both initiatives show how historical wine brands are adapting to a changing marketplace. La Vieille Ferme, with its strong value proposition and well-established distribution, is well placed to benefit from the growing appetite for lower-alcohol, ready-to-enjoy formats. The partnership with Dash Water offers a practical response to the moderation trend, while the KFC pop-up adds a dose of entertainment and media visibility that could help reinforce the brand’s image as accessible and versatile.
The limited-edition rosé spritz kit is available now through the Dash Water website, while the Coq au Vin pop-up is set to open in London later this month. Given the limited nature of both projects, consumers who wish to experience these collaborations are encouraged to act quickly.
Source:Yahoo Finance News