Sales of Rosé are higher at Christmas and New Year’s than at any other time during the year, Treasury Wine Estates (TWE) has said.

The latest figures showed that in the four weeks up to New Years 2017, sales of Rosé massively spiked compared with the rest of the year, and in the week leading up to Christmas, sales were more than 60% over the annual weekly average.

This compares with average sales growth between 20-30% in the summer months.

In response, TWE has announced it will be increasing its social media marketing and sampling activity for its rosé brand Blossom Hill during November and December.

The campaign will focus on Blossom Hill Pale Rosé, which launched earlier this year.

Kirstie McCosh, marketing director for Europe at Treasury Wine Estates, said: “While rosé is enjoyed by many as a great summer drink, it might perhaps surprise retailers to know that the biggest drinking occasion of the year for rosé is Christmas.”

Read more recent product news: Why rum is on the path to becoming the next craft gin