Mateus moves into light wine

04 June, 2014

Stevens Garnier has moved into the low-alcohol category with the launch of the Light Mateus range of 5.5% abv wines.

The range comprises a a still rosé and a white wine retailing at £4.99 and a sparkling rosé selling for £6.99.

Suppliers have recently cast doubt on whether the low-abv wine category will ever really take off but Stevens Garnier managing director Matt Douglas told OLN: “There is a market segment for 5.5% abv wine. It will develop slowly over the years.

“But it won't exist for products that aren't branded. We wouldn't put some of our bands in low alcohol but Mateus is a perfect fit.”

“It's taken us a long time to get the liquid right. It has a fruity, full flavour. It's not as sweet as some other roses. 

“It will appeal to probably female buyers, people with busy lives - it's a lifestyle product.”

Douglas said it has already gained cash and carry listings and that there is interest from supermarkets.

The label highlights the lower calorie aspect of light wine, but Douglas said he had no plans to include the exact calories in each bottle.

“It would be difficult to say the calories on the bottle as every vintage is different,” he said. “It would be an absolute nightmare for an agricultural product to have a calorie count.”




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