Provence celebrity rosé, from The Co-op, made by Perrin
Ad Man David Ogilvy once observed, people don't know how they feel, don't say what they think and don't do what they say.
This was not pejorative; merely an (accurate) observation of what it is to be human.
When we buy a bottle of wine, we are purchasing an experience and making a statement about ourselves as much as we are actually acquiring liquid in a bottle.
To wine purists (and many educators) who are product-focused, this view is heresy; it's all about what is in the glass.
Back in the real world, think about what car you drive and what clothes you wear - these send a subtle, but powerful series of signals about the sort of person you want to project yourself as.
Behavioural scientists such as Rory Sutherland call it "the peacock's tail"; it serves no evolutionary purpose other than as a method of showing off, of projection of the self.
Equally, it tastes thoroughly pleasant too, so the liquid backs up the promise of the packaging.
It probably costs a pound or too more than an ordinarily-packaged bottle of Provence rosé of equivalent quality, but on the flip side, it also looks more expensive than it costs.
So, quality, presentation, value - pick any two.
Studio by Miraval (£12, exclusive to The Co-op) very pale, slightly toasty; soft red-berry fruits, garrigue herbs, white pepper and saline minerality; elegant and pure.
A pleasant sipper, match with picnic food.