Weight Watchers is working in partnership with McWilliam’s Wines to launch its first endorsed lower alcohol range.
From October, a four-strong portfolio of McWilliam’s Harmony and Essenze lower alcohol wines from Australia and New Zealand will be available with easy peel-off Weight Watchers stickers communicating the ProPoints value of a single serve.
Full nutritional information (including calorie content) will also be included on the back label.
The endorsed products join the existing German Weight Watchers branded wines produced under licence by Reh Kendermann, and aims to allow Weight Watchers to benefit from the UK’s strong consumer loyalty to New World wine countries, as well as tap into the growing lower alcohol market – a category which now represents over a million cases a year.
The UK partnership follows the success that Weight Watchers has enjoyed in the Australian market, where the McWilliam’s Balance range has been endorsed since 2010.
The UK launch, which is being overseen by McWilliam’s Export Director Lloyd Stephens, follows research from Wine Intelligence demonstrating a consumer demand for lower alcohol – and therefore lower calorie – wines.
A 125ml glass of McWilliam’s Harmony Semillon Sauvignon Blanc with an ABV of 8% is a third lower in alcohol and kilojoules than standard wines and has a Weight Watchers ProPoints value of two.