Percy Fox launches Arniston Bay Light

Published: 06 August, 2012

Percy Fox is cashing in on the lower alcohol wine category with the launch of Arniston Bay Light.

The latest offering from the South African brand follows hot on the heels of Californian stablemate Blossom Hill's 5.5% abv variant Vie, which was launched earlier this month.

The 5.5% Arniston Bay is being marketed as having 30% fewer calories than its still wines.

Nielsen MAT data to the year ending May 25 shows that while the reduced alcohol wine based drink category is still relatively new, it is already worth £22.7 million and is in 41% growth.

Despite this, currently only 20% of wine drinkers buy into the lighter wines category, but a further 50% of consumers say they would potentially buy reduced alcohol wines in the future.

Produced by The Company of Wine People, Arniston Bay Light is available in white, rosé and red.

Rachel O'Shea, marketing manager for Arniston Bay at Percy Fox, said: "The reduced alcohol wine based drinks category is in strong growth and we are pleased to continue to increase relevancy by offering a new alternative to still wine that addresses the consumer requirement for a reduced alcohol and lower calorie content."

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