Accolade is launching a low-alcohol wine range under its Banrock Station brand to tap the lighter drinking category.
Banrock Station Light Rosé and Chardonnay-Sauvignon Blanc (rsp: £5.49/750ml) hit Tesco this month with a wider retail rollout planned later this year. Both wines are 5.5% abv one unit of alcohol and have 56 calories per 125ml glass, 30% less than a standard glass of wine.
Accolade plans to add a red wine SKU to the range later this year and is backing the launch with a £1m print campaign and consumer sampling.
Accolade already has an Echo Falls spritz in its portfolio, which launched in 2008, but the new light wines would target the 34 to 55-year-bracket, said innovation director Stephen Loftus, adding that the launches could help the category grow from 1% to 10% of the off-trade wine market within five years.