Low alcohol gathers pace

10 April, 2012

Blossom Hill and Gallo are both developing 5.5% abv wines to target the growing low-alcohol wine market.

Percy Fox plans to launch a product under the Blossom Hill brand this autumn which will cash in on the tax break offered to wines with an abv of 5.5% or less.

UK marketing manager Liz Ashdown said: “The key in anything low-alcohol is it has absolutely got to deliver on taste, and we have spent a very long time both with our technical teams and winemakers leveraging technical expertise to ensure we have a product that will taste right and deliver the taste expression consumers want in that category.

“If we talk to any consumers about low alcohol, more than 60% wouldn’t consider lower-alcohol wines purely because they just don’t think it is going to taste good. That is absolutely key to get right. We have got a pretty fantastic product,” she added.

Gallo is also looking into the possibility of launching a 5.5% abv range. 

Regional sales director Mark Tinsley said: “We don’t want to bring in a wine just to hit a tax break. If we are going to put any of our brand names to a product it has to deliver on quality. Until we can find a wine that will do that with lower alcohol, we are reducing the alcohol in our other wines in terms of NPD coming through.”

The winery recently launched 8.5% abv Moscato wines under its Gallo Family Vineyards and Barefoot brands.




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