Blossom Hill is entering the lower alcohol segment with a 5.5% abv wine-based drink.
Blossom Hill Vie rolls out nationally to major retailers from September in white and rosé (rsp: £4.99/75cl). The lines have 30% fewer calories than Blossom Hill’s higher-abv wines.
Blossom Hill said it had waited to launch a product that delivered on taste before entering the low-abv market.
A poll of 1,000 shoppers found that 63% of those who bought lower-alcohol wine-based drinks felt the taste of existing products was average to very poor [TNS Omnibus January 2012].
Vie will be supported by a wider £2m brand marketing campaign from the autumn.