Asda has reduced the price of its Screaming Devil Côtes de Provence rosé to £7.00 as part of a Valentine’s trading push across selected UK stores and online. The Rollback promotion runs from 26 January until 14 February 2026.
The move marks the lowest recorded shelf price for the product since launch and positions the retailer’s own-label rosé aggressively within the entry premium wine segment.
Screaming Devil gained national attention in 2025 after being widely described as a lower-priced alternative to established Provence rosé brands. The wine is sold in a standard 75cl format and sits within Asda’s private label wine portfolio.
The current Rollback price represents a reduction from the previous regular price of £12.97. By pushing the product below the £10 threshold during a peak seasonal gifting period, Asda is targeting shoppers trading down from premium branded rosé while maintaining perceived quality cues linked to Provence origin.
Seasonal promotions around Valentine’s Day remain a key trading window for UK wine sales. Retailers typically use short-term price cuts to drive basket size growth and increase footfall in the final two weeks leading up to 14 February.
For Asda, the Screaming Devil promotion also supports its wider value-led positioning in alcoholic drinks. The retailer has continued to expand own-brand wine ranges as shoppers become more price sensitive across discretionary grocery categories.
The offer is available in selected physical stores and through Asda’s UK online grocery platform. Availability may vary by location, depending on local ranging and stock levels.
Why It Matters
Private label wine has become an increasingly competitive space in the UK grocery market. Supermarkets are using aggressive pricing on selected SKUs to challenge branded producers while protecting overall category margins through volume growth.
Asda’s decision to cut Screaming Devil to £7 reinforces the role of own-brand alcohol as a strategic traffic driver, especially during seasonal retail peaks. It also adds pressure on mid-tier imported rosé brands competing in the £8 to £12 price bracket.
The promotion is scheduled to end on 14 February 2026.
