Lower-alcohol range targets women

06 April, 2007

South African brand First Cape is throwing its weight behind lower-alcohol wine with the launch of Cafť Collection.

Rolling out in the autumn, the range will retail at £4.79. It includes a Chenin Blanc and a Semillon, both 9 per cent abv, and a S ousao (10 per cent ).

Brand Phoenix director Greg Wilkins said: "Rosť has done so well because it's naturally lower in alcohol. Increasingly a female market is wanting lower -alcohol, but it has to taste like proper wine."

He added: "I don't think people buy things because they're low alcohol - you have to make the wines stand up . Sales should be driven by it being a desirable product that happens to be lower-alcohol."

Proving the increasing popularity of such wines, Tesco is planning to increase the amount of lower-alcohol wines that it stocks from across South Africa, says wine buyer Graham Nash .

First Cape has also added a Pinot Grigio to its Limited Release range and is planning to add screwcaps to the mid-tier range from May.

A premium range called Millstone will be launched in the UK in September. ≠ Priced at £6.99, it will feature dual-varietal blends, including a Pinot Grigio/

Semillon, a Chardonnay/Viognier, a Shiraz/Grenache and a Shiraz/Sangiovese.

Wilkins added that First Cape is in the final stages of buying its own bottling plant in South Africa .

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