In an emerging category, boasting a positive 41% growth in value sales, Blossom Hill, owned by Percy Fox & Co. is launching a new reduced alcohol wine based drink, aiming to raise the credibility of the category through its taste proposition. This summer sees the exciting launch of Blossom Hill Vie, a quality tasting 5.5% vol product.
The UK reduced alcohol wine based drinks category is still relatively new, emerging over the last two years it is already worth £22.7m. Despite this, currently only 20% of wine drinkers buy into the reduced alcohol wine based drinks category, but a further 50% of consumers say they would potentially buy reduced alcohol wines in the future.
Many wine drinkers find that there are regular occasions when they would like a glass of wine, but do not want the alcohol content that it contains. Reduced alcohol wine based drinks offer the perfect solution for these occasions, however there is still considerable capacity for better tasting product, as current offerings suffer from a poor taste perception. Research shows that amongst those consumers who currently buy into the category, taste is a key issue, with 63% rating current reduced alcohol wine based drinks as average to very poor in quality.
Blossom Hill believes it can overcome the category barriers and give consumers the choice they are looking for by entering the market with its 5.5% vol offering, which puts taste enjoyment at the core.