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.