Julian Dyer, UK general manager, has urged the government to extend the tax breaks given to 5.5% abv wines in a bid to reduce alcohol consumption while “staying true to wine’s taste”.
He said: “If the government introduced a lower tax band for wines of 9%-10.5% abv, a third of all wine sold would be at that level. It would be the biggest influence the government could have on consumers’ drinking behaviour.
“You can make great wines at 10% abv and there is no compromise on taste. You can deliver complexity and regional diversity.”
He added the Australian Vintage was already planning a series of launches to tap into the low-alcohol market.
He said: “Lighter alcohol is hugely important to the industry and to Australian Vintage and it will be a big focus for us this year.