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Wine snobs might've sneered at the prospect of chilling red wine previously, but now everyone - including royally approved Fortnum & Mason has jumped on the trend.

The upmarket department store in London this week introduced a curated selection of 'elegant, fruit-forward reds', which are best served cold, following what it considered to be 'one of this summer's biggest drink trends' - sipping on refrigerated reds.

Ocado similarly declared chilled reds as the sip of the season after noting sales of Chill Bill Spritzy Red Wine are up 827 per cent year-on-year while New Theory Lovebite Chilled Red Wine increased by 32 per cent year-on-year.

The online supermarket reasoned that the constant heatwaves hitting the UK have aligned British drinkers with those in Spain, Italy and Portugal, where drinking cool red wine isn't such a faux pas.

Traditionally, however, restaurants and home drinkers in the UK have kept red wine at room temperature, deeming it the 'right' condition for the drink to be enjoyed best.

Ocado found its younger shoppers have led the chilled red revolution, with more than half of Gen Z and young millennials saying they have enjoyed red wine chilled or served over ice during the summer months, compared to just a third of the wider population.

But according to wine expert Helena Nicklin, people of all ages need to realise that a red wine can go hand in hand with the refrigerator. 'Certain red wines have always worked beautifully with a slight chill, especially during the summer months - but you have to know which ones to choose and which to avoid,' she told the Daily Mail

Chilling red wine is all the rage these days, with social media users, including @this.wine.woman (pictured) sharing their recommendations

'The recent trend for lighter, fruity, aromatic red wines such as Beaujolais, Pinot Noir, Grenache and Mencia has sparked a trend for chilled reds because this is exactly the kind of wine it works best with - lighter in body and alcohol, with less tooth-drying tannin and with more fruitiness and aroma to go around.

'They work because chilling wine exacerbates tannin and mutes fruit flavour and aromas, which is why bolder, heavier wines such as Cabernet Sauvignon and Malbec or anything with lots of oak like Rioja do not work so well.

'They taste chewy and dry, losing their charm. The lighter versions, however, maintain enough aromas and flavours even when cold.’

Meanwhile, editor of The Oxford Companion to Wine, Jancis Robinson, previously explained that keeping your favourite tipple at a low temperature actually preserves its flavour.

Speaking previously at the Hay Festival, she said: 'Put any open bottle in the fridge. Even red wine.

'Low temperatures slow down chemical reactions including oxidation, which is the enemy of an open bottle.'

The wine buff also warned drinkers against chilling their white wine for too long, saying that certain wines don't respond well to very cold conditions.

She explained: 'It is nice to have champagne very cold, or a light-bodied Riesling. But once you get a full-bodied, oaked white, like a mature white burgundy, you really want it at the same temperature as a light-bodied red.'

TikTok wine enthusiast Lucy Hitchcock (pictured) claimed Aldi's £7.99 Pinot Noir is perfect when chilled

Social media users have shared their favourite chilled reds online, including TikTok wine fanatic Lucy Hitchcock, who claimed Aldi's £7.99 Pinot Noir is a safe bet.

Her fellow enthusiast, The Wine Woman, meanwhile, claimed the Gamay Raisins Gaulois is the 'perfect chilled red' - and despite the £20 price tag, is 'worth every penny'.

It comes as searches for 'fizzy red wine' have increased by 30 per cent month-on-month following the launch of M&S Secco Reggiano Lambrusco on Ocado, pointing to growing interest in lighter and sparkling red wine styles.

Will Hill, Senior Wine Buyer at Ocado Retail, said: 'We're seeing more customers embrace chilled red wine as part of a more relaxed, European-inspired way of drinking.

'Lighter-bodied reds really come into their own when chilled, especially in the summer months. There's also a clear appetite for more approachable, easy-drinking styles that feel less bound by traditional rules.'

'We recommend serving lighter red wines slightly chilled for around 20–30 minutes before drinking.

'Most lighter styles with low tannins such as Gamay or Beaujolais, Grenache blends, and Lambrusco work particularly well when served cold.'

At Fortnum & Mason, meanwhile, each chilled red bottle has been 'carefully selected to be enjoyed lightly chilled, bringing out their bright fruit, freshness and versatility', the brand said, with prices ranging up to £33.

The brand explained: 'Crafted by some of Europe's most celebrated winemakers, including Maison Piron, Marinella Camerani, Rafael Cambra, Niepoort, Marta Maté and Fernando Mora MW, the collection showcases the very best of light, expressive reds that are made for long lunches, garden parties and relaxed evenings outdoors.'