Wine Industry Growth Seen In Low-Calorie, Low-Alcohol Wines
CHILLED MAGAZINE | 2014
The wine category is in the throes of a major shift, with significant growth and new product launches specific to low-calorie, low-alcohol wines. In addition to new product launches from big brands, industry heavyweights are partnering with new brands to meet consumer demand.
Wine producers are putting big money behind this rapidly growing category, for example Gallo spending over $1.2 million for its Summer White wine launch, and quickly seeing success. In fact, research by Kantar World Panel shows that the value of the low-alcohol wine market in the U.K. alone grew by over 70% (year-over-year), grabbing shelf space to meet consumer demand.
The Milwaukee-based Beer Capitol Distributing Co., Inc. recognized the potential of low calorie, low alcohol wines, and quickly added a wine in a can brand to its distribution portfolio. In fact, new Wine Intelligence data shows that approximately 40% of wine consumers surveyed are in the market for lower alcohol wines.
Why Low-Calorie, Low-Alcohol? Consumers are drawn to the benefits of responsible drinking combined with fewer calories.
Wine brands leading the charge include:
Wine giant, E&J Gallo Winery, a California-based winery and distributor, has rolled out a range of low alcohol wines, including its Summer White. At 75 calories per serving and 5.5% ABV, Gallo invested over one million euro into its UK and Europe launch.
Leading Chilean brand, Concha Y Toro, is one of the most popular and recognizable labels in the world and will reduce the alcohol-by-volume (ABV) of its Casillero del Diablo Cabernet for “drinkability.” With the current level of Casillero del Diablo Cabernet bottle around 13.5% ABV, Concha Y Toro hopes to bring down the ABV to about 13%.
Friends Fun Wine is paving the way with its new line of low-alcohol (6% ABV), low-calorie(75-95 calories per serving)flavored “fun wine” drinks in a can. Friends Fun Wine comes in a 250ml aluminum can (2 glasses of wine per serving), with 6 different varieties including Red Sangria, White Sangria, Strawberry Moscato, Peach Moscato, Cabernet Coffee Espresso and Chardonnay Coffee Espresso.
Pampelonne is making a bold push into the category with canned Rosé Lime and Red Sangria varieties. The two beverages infuse French wine with natural flavors to create fun, low-alcohol (6% ABV), low calorie (110 calories per can)and unpretentious wine varieties in-a-can.