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.

Bookmark this

Site Search


English wine: a happy harvest for Christmas

All across England and Wales, vineyards are being harvested. Down winding country lanes come armies of welly-wearing conscripts wielding secateurs and buckets, ready to reap the rewards of our vines. Happily they come, their cheeks ruddy with pride. Half an hour later they’re crawling over muddy clods with lacerated hands, drenched in claggy juice and cold sweat, as if ploughing through an endurance race.

Click for more »
Upcoming events


Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know