If consumers are avoiding alcohol, then their options have traditionally been limited to soft drinks or water. But now, those staying sober can enjoy a whole range of drinks – including several varieties of low-alcohol wine.
Treasury Wine Estates has become the latest firm to launch a range of low-alcohol wines, with a 0.5% ABV collection of Lindeman’s Chardonnay, Cabernet Sauvignon, and a blend of Pinot Noir and Muscat.
The Lindeman’s brand has long been popular with wine consumers, and the firm hopes that its low-alcohol range will prove similarly successful.
Kirstie McCosh, European marketing director at Treasury Wine Estates, said: “Low and no alcohol is a category in growth and with teetotallers now making up 21% of the total UK population and 75% of millennials limiting the amount of alcohol they drink on a night out, we felt that now was the right time to launch Lindeman’s 0.5%.
“By giving shoppers an alcohol-free alternative from a consumer favourite like Lindeman’s, we are helping to recruit these consumers back into our category and providing them with new ways in which to enjoy our wines.”