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Australian producer McWilliam’s is launching Beachcomber, a range of lower alcohol wines with a 5.5% abv, alongside importer PLB.
The fruit-forward Beachcomber range includes a red, white and rosé, which will be available from this month in Tesco, rrp £4.99.
The launch will be supported by a full marketing and PR campaign using the strapline, “Endless possibilities – the wine for any occasion”, with activities based around the wine’s taste quality.
The brand has designed clear labelling aimed at making consumers explicitly aware of the lower 5.5% abv, and marketing activity will also focus on the lower alcohol content.
McWilliam’s brand manager Laura Sullivan said: “There are clear trends and opportunities emerging for lower alcohol wines, but our research tell us that the UK consumer does not want to make compromised choices when it is comes to lighter drinking.
“Beachcomber offers a fantastic taste profile and can match the flavour expectations of standard abv wines, so while the lower abv is an added benefit that we will highlight, the key message is that these wines are right as part of anyone’s repertoire, whatever the occasion.”
Beachcomber is being launched initially into the UK off-trade, but the brand will also look to have a presence in relevant on-trade and convenience sectors.
McWilliam’s has 1,000 hectares under vine in Australia’s key wine-producing regions and is one of the Australian First Families of Wine.
Story by Gemma McKenna
Courtesy of Harpers Wine and Spirit Trades Review