The retailer has launched the Go-Lo initiative to encourage shoppers to buy from a range of new lines as it reinforces its intention to tackle alcohol consumption as part of the industry’s pledge to remove one billion units of alcohol from the market by the end of 2015.
Asda is rolling out 22 new fruit-flavoured lager and cider brands with abvs ranging from 2.5% to 2.8% and is creating specific bays for lower-strength lagers and ciders in 200 stores.
A spokeswoman said: “Asda already leads the market with our lower-abv range of beers and wine.
“However, this year we’re using our customer insight to go even further with what we call our Go-Lo initiative.
“We’ll be launching new lines in store – lighter, lower-strength products, many of which are new to market, all of which meet customer demand for more moderate options.”
She said the lager and ciders would be complemented by a portfolio of five new wine-based drinks called Spritzini in various
pack formats. She added: “Spritzini is a range of low alcohol, aromatised wine-based cocktails. It is 4% abv and available in sparkling and still, and includes 25cl cans for £1 and 75cl bottles for £3 to adapt to changing needs for convenient pack formats.”