Accolade Wines has announced a new non-alcoholic range of Hardys wine called Hardys Zero.
Hardys Zero will be available to grocery, convenience, wholesale and on-trade from June in Shiraz, Chardonnay and Sparkling varieties, each with an RRP of £5.50.
It is made with a new de-alcoholising technology called Zero Tech X. Accolade says this is a process that operates at a lower temperature than traditional de-alcoholising processes, retaining more of the aroma, body and flavour.
The launch comes as zero-alcohol wine is in 28.2% annual growth and is now worth more than £39m.
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Tom Smith, marketing director – Europe, Accolade Wines, said: “Historically, non-alcoholic wine has suffered from negative taste and quality perceptions – Hardys Zero is set to change all that. Thanks to Accolade Wines’ significant investment in this innovative technology, we can now offer a superior tasting experience versus other non-alcoholic wines.
“Hardys Zero is perfect for those everyday non-alcoholic occasions or for those looking to moderate their wine intake, without compromising on taste or quality. While younger adults are more likely to be regular consumers of low/no alcohol products, we’re expecting Hardys Zero to perform well with shoppers aged 45+.”
Accolade is supporting the launch of Hardys Zero with a marketing campaign focusing on digital and in-store activations, with premium displays and PoS available.
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