Blossom Hill, owned by Percy Fox & Co,. is launching a new reduced alcohol wine based drink, aiming to raise the credibility of the category through its taste proposition.
This summer sees the launch of Blossom Hill Vie, a 5.5%vol product.
The UK reduced alcohol wine based drinks category is still relatively new, emerging over the last two years it is already worth £22.7m.
Despite this, currently only 20% of wine drinkers buy into the reduced alcohol wine based drinks category, but a further 50% of consumers say they would potentially buy reduced alcohol wines in the future.
Many wine drinkers find that there are regular occasions when they would like a glass of wine, but do not want the alcohol content that it contains.
Reduced alcohol wine based drinks offer a solution for these occasions, however there is still considerable capacity for better tasting product, as current offerings suffer from a poor taste perception.
Research shows that amongst those consumers who currently buy into the category, taste is a key issue, with 63% rating current reduced alcohol wine based drinks as average to very poor in quality .
Blossom Hill believes it can overcome the category barriers and give consumers the choice they are looking for by entering the market with its 5.5%vol offering.
Liz Ashdown, marketing manager Blossom Hill at Percy Fox & Co., said:
“Consumers are looking for something that tastes great for those low-key occasions such as mid-week, lunchtime or early evening, when they want to reduce their alcohol intake, whilst maintaining the sociability and enjoyment of the wine drinking occasion.
“Our new innovation helps meet these requirements, offering consumers a product that fits in with their busy lifestyles and daily responsibilities.
“Utilising decades of wine maker’s knowledge and alcohol innovation expertise, Blossom Hill Vie has been developed to provide consumer taste enjoyment as well as delivering on the reduced alcohol content.
“Available in White, with hints of citrus and pear and Rosé, with delicate peach and floral aromas, both variants are stylistically blended to deliver a light bodied product.”
With taste the primary focus of its 5.5%vol proposition, Blossom Hill Vie is being supported as part of the brand’s £2m autumn marketing campaign, featuring the strapline, ‘Tastefully Done’.
The new reduced alcohol product also has the added benefit of 30% fewer calories than Blossom Hill still wines, which is communicated on-pack for those consumers looking for a great tasting reduced alcohol and lower calorie product.