Aldi has launched a limited-edition Rosé Swatch keyring designed to help shoppers identify their preferred shade of pink wine.

The pocket-sized guide features nine shades inspired by bottles in the discounter’s rosé range and can be used when ordering at bars and restaurants or asking someone else to buy a bottle.

The launch follows Aldi-commissioned research which found that 31 per cent of UK adults have rejected a glass of rosé because it was not the right shade, which the retailer claims equates to £103m worth of wine each year.

More than half (56 per cent) of respondents said colour was important when choosing a bottle, while 23 per cent said they always selected rosé by its shade. Some 29 per cent did not trust another person to choose the right colour for them and 32 per cent said buying rosé for someone else was stressful.

The research ranked a light Provence blush as the UK’s favourite shade, attracting 40.9 per cent of preferences. Aldi’s corresponding wine is its Chassaux et Fils Sainte Victoire Rosé, priced at £8.99 for 75cl, which has recorded a 100 per cent year-on-year rise in sales.

A pale salmon Mediterranean-style rosé came second with 20.6 per cent, represented by the £6.29 Le Petit Poulet Rosé. Aldi added that sales of its Costellore Primitivo Rosé have increased 64 per cent year on year.

Aldi UK chief commercial officer Julie Ashfield said: “Our research shows people have surprisingly strong opinions about the colour of their rosé, with many admitting they’ve rejected a glass simply because it wasn’t the shade they were hoping for.

“The Rosé Swatch is a fun way to take the guesswork out of choosing rosé while encouraging shoppers to discover that every shade has something different to offer.”

Aldi wine expert Sam Caporn MW stressed that colour reflects style rather than quality, with paler rosés typically offering a lighter, more delicate profile and darker varieties delivering deeper fruit flavours.

Sign up here to get the latest grocery and food news each morning