Sainsbury’s has taken the ‘chicken wine’ phenomenon to new heights with the launch of La Vieille Ferme Rosé in magnum format (1.5L) following an eye-popping 96% sales surge. This viral sensation, made by Famille Perrin in the Rhône Valley, has resonated so strongly with a younger UK crowd that it’s almost a social media rite of passage. With TikTok and Instagram ablaze with #chickenwine tributes, the buzz has driven this rustic French rosé straight into cult status.
The wine’s playful nickname, ‘chicken wine,’ comes from the simple yet memorable label that features—you guessed it—a chicken, alongside a farmhouse aesthetic that doesn’t try too hard. It’s approachable, both in taste and image, giving younger drinkers a slice of classic French winemaking without the usual fuss. La Vieille Ferme Rosé has not only become a staple in Sainsbury’s, but also sparked a wave of copycats, including Aldi’s own ‘tribute’ to the brand. But beyond the social media frenzy, what’s fascinating is how Famille Perrin has managed to carve out a distinctive niche, blending traditional values with an influencer-style rollout. This isn’t just a wine; it’s a lesson in modern brand-building in the wine world.
Adding a magnum to the lineup, exclusively at Sainsbury’s, feels like a natural evolution. With UK drinkers enjoying every format, from the standard 75cl bottle to bag-in-box and even mini bottles, the new size lets fans make a statement at gatherings. Imagine popping open a magnum of ‘chicken wine’ at a party—it’s a lighthearted moment that ties into the whole La Vieille Ferme vibe of fun, accessible French wine. It’s a shrewd move by Sainsbury’s, keeping their stock varied and tapping into the UK’s love for larger bottles, which often convey that celebratory feel. Famille Perrin’s team is clearly tuned into the UK market’s taste for something with a bit of personality.
Beyond the viral ‘chicken wine’ sensation, Famille Perrin’s track record shows they know a thing or two about creating icons in the wine world. The Perrin family, after all, has serious street cred, with ownership of Château de Beaucastel, one of Châteauneuf-du-Pape’s most respected estates. They also produce Miraval Rosé, the bottle that famously bears Brad Pitt and Angelina Jolie’s name—a wine that’s been in the headlines almost as much as their high-profile split. While Pitt and Jolie are still locked in a legal tug-of-war over Miraval, the Perrins have quietly built La Vieille Ferme into a brand with its own clout, particularly among those looking for French wine that doesn’t break the bank.
La Vieille Ferme’s success reflects a broader trend towards wines that are both approachable and Instagrammable. The Perrins have managed to capture the hearts (and wallets) of a younger demographic by balancing quality with whimsy. In a market where many French wines can seem intimidating, ‘chicken wine’ offers a refreshingly unpretentious entry point. Whether for a cosy night in or a group gathering, it’s a wine that fits right in, without the stuffiness that can sometimes come with French labels.
For Famille Perrin, this latest release shows a savvy understanding of modern wine marketing. While La Vieille Ferme has been around for years, it took on new life through social media, and the magnum format is just the latest move to keep that momentum rolling. For UK fans, it’s not just about the wine but the experience, the story, and the opportunity to be part of a viral moment that doesn’t seem to be slowing down anytime soon.
