Founder Lorraine Griffiths said she expected the more sophisticated design to appeal to retailers. “The big drinks companies have never seriously addressed the idea of a drink that benefits those keeping an eye on their figure,” said Griffiths. “Dieting drinkers often make do with diet colas and juices, which can be a bit boring, so I decided to make the range available to take home and the more stylish design should help the bottles stand out.”
The vodka-fortified wines were launched into the on-trade a year ago with distribution by Coors. The Baby range, rsp £1.99, arrives in selected c-stores next week.