I heart Wines is widening its convenience offer with the launch of a White Zinfandel, a move that underlines how central the channel remains to the brand’s growth plans. The new wine will debut first with Booker, before rolling out through other wholesalers and convenience operators, as the company looks to build on a proposition that has been shaped in smaller-format retail since the brand’s early days.

The launch comes as I heart continues to post healthy momentum. The brand is now ranked the UK’s 10th largest wine label and sells more than 20 million bottles a year, with recent trading showing 14% value growth and 16% volume growth. Its existing range is also performing strongly: I heart Prosecco Rosé and I heart Rosé have both delivered value growth of 8% and 9% respectively, alongside volume growth of 9%, suggesting that lighter, fruit-led styles remain in demand.

The new White Zinfandel, which has an alcohol content of 8%, is aimed at shoppers seeking easy-going, accessible wines and at the growing number of rosé-led drinking occasions, particularly among younger consumers. I heart said consumer testing carried out by Vypr in September 2025 showed purchase intent of more than 86%, a level it believes points to broad appeal. The wine will carry an RRP of £6.50 for a 75cl bottle and has already secured listings with Booker, Nisa, Parfetts and Bestway.

Support for the launch will include summer activity, among it a White Zinfandel pop-up in London in July. Lucy Auld, the marketing director, said convenience had always been central to the brand and described the first convenience rollout for White Zinfandel as a deliberate step to help retail partners with a style she said was “light, fruit-forward, and easy to enjoy”. Talking Retail also reported later in 2025 that I heart secured a major One Stop listing for its Pinot Grigio, Sauvignon Blanc, Rosé and Malbec across more than 2,800 stores, a reminder that the brand’s convenience strategy continues to broaden beyond its core bestselling wines.

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