Supermarket launches low-alcohol wine range

Published: 23 July, 2008

UK: Sainsbury's supermarket has launched a new range of lower alcohol wines.

The four wines, Ten%, were introduced in response to calls from consumers for lower alcohol wines that are deemed healthier and lower in calories.

Most regular wines are between 12% and 14.5% alcohol.

The Ten% range includes chardonnay and Sangiovese Shiraz ros from Australia, Italian Pinot Grigio and South African Chenin Blanc.

Julian Dyer, Sainsbury's wine buyer, said: "Our research shows customers are put off low-alcohol wines due to their perceived poor quality and lack of taste.

"But with new winemaking and growing techniques, we are now able to produce fantastic wines from several countries with a lower alcohol level with no compromise."

The own-label wines will be launched in stores across the UK in mid July.

Sainsbury's last year introduced Early Harvest, an Australian wine with an alcohol level of 9.5%.

Dyer said: "We've seen a real increase in sales around lower alcohol wines as consumers move towards lower calories and a healthier lifestyle."

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