Summer In-Store Tastings

The results were excellent. In stores that hosted a tasting, Le Bijou de Sophie Valrose Rosé sold 35% more than in stores without one. Éminence de Bijou Rosé saw a 78% uplift, and Le Bijou de Sophie Valrose Chardonnay rose by 24%.

Le Bijou de Sophie Valrose Rosé was the favourite of the day. One of the tasting team said, “Not one person disliked it, so we have new customers for the future!” Shoppers described it as “lovely and clean” and “nice and fruity”, and many took home a bottle or two.

Éminence de Bijou was the natural next step. When customers tasted the two rosés side by side, many noticed the difference in “character and flavour” and Éminence’s longer finish. Its elegant, food-friendly style made it a favourite among those who like their rosé dry: “This is lovely. It’s so clear and pale.”

The biggest surprise was the Chardonnay. Several customers who don’t usually drink Chardonnay were won over by how fresh and light it was. One shopper said, “I’ve not had Chardonnay for ages… looks like I will be more often, as this is delicious!” One of the tasting team went further: “Even the Chardonnay haters enjoyed the Chardonnay. In my opinion, it’s up there with the white Burgundies.”

Tastings took place as part of the Waitrose Elevated Tastings programme, summer 2026.