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Accolade launches low alcohol Stowells Light wines

Published:  15 August, 2011

Accolade Wines has launched Stowells Light - a range of lower alcohol wines.

Accolade Wines has launched Stowells Light - a range of lower alcohol wines.

Brand owner Accolade Wines has produced a 5.5% abv rosé and Chardonnay-Sauvignon Blanc version of the brand, which will be known as Stowells Light.

The move comes as the government convenes a working group under the Responsibility Deal to look at the development and retail of lower alcohol products.

Last week Australian producer McWilliam's became the latest firm to launch a 5.5% abv wine with its Beachcomber range.

Accolade claims a 125ml glass contains one unit of alcohol and 56 calories, 30% less calories than a standard glass of wine.

Accolade Wines has invested heavily in consumer research into the lighter drinking category in the last year, which is growing by 83% year on year.

Stephen Loftus, director of innovation for Accolade Wines, said: "It is important that as a socially responsible company, Accolade Wines can offer consumers a product that is light in calories and low in alcohol. But it is also crucial that we deliver on taste. Our research has shown there is significant demand from consumers for low alcohol and low calorie offerings from brands they know and trust. But they are not willing to compromise on taste. We believe that we have found a winning solution in Stowells Light and that it has the potential to help grow the low alcohol wine category from 1% of total UK wine sales to 10% within five years."

Stowells underwent a major revitalisation plan in 2011 that was supported by a £500,000 investment from Accolade Wines. The revamp was designed to make more of Stowells history as a wine merchant. The re-design has been implemented across all formats.