Rose now accounts for a record one in eight bottles of wine bought in supermarkets and off-licences, up from one in 40 in the year 2000.
Sales of rose wine in shops are currently worth £646 million in Britain, nearly £1.8 million a day, according to figures from market analysts Nielsen.
While growth in rose wine buying has slowed in recent years – attributed to poor summer weather – experts believe it is becoming a drink that is enjoyed all year round.
It is especially popular among women drinkers on a night out or sharing a bottle at home with friends.
Some winemakers have specifically targeted women drinkers by making less strong varieties with a typical alcohol by volume level of nine or 10 per cent, compared with other wines which can be up to 14 per cent in some cases.
Twelve per cent of all wine bought outside of pubs is now rose, compared to 2.7 per cent in 2000.
Julian Dyer, general manager of wine distributors Australian Vintage UK, said: “Rose will always have a stronger performance with hot sunny weather, but as it has grown as a category, there are now rose drinkers who are loyal to it all-year round.
“While the wider picture shows we are all still seeing the effects of the recession, there are success stories, such as rose.
“As a category, rose came to the party late so there has always been a precedent for stepping away from the norm and being a bit more forward thinking.
“Winemakers have been successful by listening to consumers who are seeking refreshing wines in lighter and more off-dry styles.
Mr Dyer added: “The rose category is a good example of a wider trend of consumers choosing their wine by style as opposed to country or region of origin.
Martin Green, from Off Licence News magazine, said: “At the turn of the century rose was the Austin Allegro of the wine world – cheap, unfashionable and something you would never want to bring to a dinner party.
“It represented just 2.7 per cent of the UK off-trade wine category and that was mainly used to quench the thirst of young women riding around in pink limos on summer evenings – about as classy as the pink stuff in their plastic cups.
“But like hoodies, iPods, Justin Bieber and the text abbreviation OMG, its popularity rocketed during the Noughties.
“Quality has soared in line with demand as winemakers realise rose’s potential for increasing profits and the importance of producing and marketing rose in its own right as opposed to regarding it as a byproduct of red wine.
“If further proof of its status were needed, Hollywood A-listers are tapping into rose’s new found chic.
“The 6,000 bottle release of Brad Pitt and Angelina Jolie’s first vintage from their Chateaux Miraval estate sold out within five hours – at about £88 per six-bottle case.”
The most popular rose sold in the UK include Californian brands Blossom Hill, Gallo and Echo Falls, while those from Provence in the south of France are gaining in popularity.
Valerie Lelong, of the Provence Wine Council, which exports six per cent of its rose to the UK, said: “The weather definitely has an impact on rose consumption.
“Consumers are keener to drink a wine synonymous with holidays, relaxation and time with friends when the weather is nice.”