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Blue Nun looks to low-alcohol market

Published:  23 July, 2008

Wine agency Ehrmanns is looking to cash in on growing consumer demand for lower strength wines with the launch of two ranges, including an extension to the German Blue Nun brand.

Blue Nun Heavenly is slightly lower in alcoholic strength than the standard brand at 9% alcohol by volume and it has a calorific value of just 77 calories in a 125ml glass.

Marianne Fillion, new product development manager at Ehrmanns, said Blue Nun Heavenly was targeted at female drinkers.

Research, she said, many women were looking at their drinking habits following the media coverage about the problems associated with binge drinking'.

She said the packaging was designed to highlight the lower strength of the brand, which will be available in both white and ros styles.

Blue Nun Heavenly is expected to retail around 5.49. A sparkling ros is expected to be launched later in the summer.

Ehrmanns is also introducing the 9.5% alcohol by volume Delizosa Italian wine brand to the UK from producer Cantina Breganze.

Described as "naturally lower in alcohol", Deliziosa will be available as both a white and red wine. Retail pricing is likely to be around 5.49.