Sainsbury's launches lower alcohol wines

03 July, 2007

Sainsbury’s is launching a range of wines with lower alcohol levels, saying it’s in response to customer demand.

The supermarket chain is calling the selection ‘Ten%’, reflecting the wines’ ABV levels. The range comprises an Australian Chardonnay, Australian Sangiovese Shiraz Rose, Italian Pinot Grigio, and South African Chenin Blanc.

Sainsbury's wine buyer Julian Dyer said: “Our research shows that customers are put off low alcohol wines due to their perceived poor quality and lack of taste. However, with new winemaking and growing techniques, we are now able to produce fantastic wines from several countries with a lower alcohol level with no compromise.”

The wines will be on sale from mid-July, and are to be priced at £4.99 a bottle.

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