Luxury retailer Fortnum & Mason is responding to a growing trend by offering a new collection of chilled red wines. The move comes as the practice of serving reds cool gains popularity, despite some consumer hesitation.
The store’s senior wine buyer, Edwina Watson, explained that drinking reds chilled “still feels counterintuitive to many.” She highlighted that success with chilled reds isn't about the price or quality of the wine itself, but rather focusing on the appropriate style.
According to drinks_business, Fortnum & Mason unveiled the collection to capitalize on this viral trend. Watson suggests that selecting wines suited for chilling is key to overcoming consumer skepticism and establishing chilled reds as a premium offering. The article does not specify when or where the trend began, only noting its recent increase in visibility.
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