With more consumers opting to reduce their alcohol intake and demand for non-alcoholic drinks growing by 40.5% in the UK, Treasury Wine Estates (TWE) has launched new Lindeman’s 0.5% wine range.
The wine will be available in three varieties, including: Chardonnay, Cabernet Sauvignon, and a sparkling blend of Pinot Noir and Muscat.
To support the launch, TWE is investing in a marketing campaign, comprising in-store merchandising, social media activity and sampling. All activity will reinforce the new Lindeman’s brand positioning, ‘Better for you, better for the community’.
Kirstie McCosh, the company’s European marketing director, 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 know that the wine industry is changing and that consumers are turning to other drinks categories, or choosing not to drink at all. By giving shoppers an alcohol-free alternative from a brand like Lindeman’s, we are helping to recruit these consumers back into the category and provide them with new ways in which to enjoy our wines.”
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