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UK wine buyers to look more closely at alcohol levels, says Portman chief

Published:  11 July, 2014

UK wine buyers will start factoring alcohol content into their buying decisions on the back of a new Responsibility Deal pledge around lower alcohol house wines, says Portman Group chief Henry Ashworth. 

UK wine buyers will start factoring alcohol content into their buying decisions on the back of a new Responsibility Deal pledge around lower alcohol house wines, says Portman Group chief Henry Ashworth.

Following the government announcement earlier this week on additional Responsibility Deal pledges, specifically around how bars and restaurants should offer wines under 12.5% abv as their house options, Ashworth believes it will change how some buying decisions are made.

Henry AshworthPortman Group chief believes new pledges will drive uptake of lower alcohol winesHenry Ashworth, chief executive of the Portman Group, believes that the new Responsibility Deal pledge around offering wines of 12.5% abv or under as house options in bars and restaurants, will mean buyers factor alcohol content into buying decisions.

Ashworth said that offering slightly lower alcohol wines as the house option was "a great endeavour - it won't reduce enjoyment or commercial success" but will demonstrate that the industry recognises and accepts the government's challenge to further cut alcohol units.

In practice, the move will mean "wine buyers will start factoring abv into their buying decisions in a way they haven't in the past". "If there are two similar wines from a flavour, taste and value for money perspective, then looking at the abv should become a de facto part of the decision."

He said seeking out lower abv options shouldn't be unique to wine, and would never be the primary buying motive, but was a secondary option that had not been on the agenda before.

Ashworth added that the lower alcohol alternative was perfect for those occasions when consumers are not making a "conscious choice" about a specific wine - such as choosing house wine or at an event where a glass of wine is on offer.

Bigger companies, such as large on-trade chains, will sign up to these pledges, but smaller operators can also take part. He said the Department of Health was producing a set of guidelines for local authorities around how to encourage uptake of the pledges.

The move would also encourage producers to look at making slightly lower alcohol alternatives, Ashworth said. "There are no disincentives when it comes to producing lower alcohol wines at around 10 to 12% abv - consumers are looking for them."

Ashworth pointed out that many consumers are unaware that a wine of 12% abv versus one of 14% abv, offers one fifth less alcohol.

But Ashworth was clear that "he was not suggesting" that operators shouldn't have a comprehensive list of wines of all abvs. "It is a natural product," he added.  

If your business is committing to the Responsibility Deal pledges, we want to know about it. Harpers' Responsibility OK campaign is aimed at getting publicity and recognition for endeavours made to contribute to responsible drinking. Follow @harperswine #ResponsibilityOK on Twitter to share your successes or email Gemma McKenna

* If you are interested in the overall trends relating to low-alcohol wine you can now download or purchase a special Harpers report on the whole category. Harpers Low-Alcohol Wine report provides an overview to the category, looks at the opportunities, challenges and analyses why and how the UK wine trade can get more out of this important category.

The report is free to download for Harpers subscribers. Go to our Insights section or click here.

Non-subscribers can purchase the report for £99 plus VAT from the Harpers reports shop. Click here.

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