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Decanter – Weight Watchers endorses McWilliams low-alcohol wine


Weight Watchers has teamed up with New World producer McWilliams to endorse a range of low-alcohol wines.

McWilliams low-alc wine

The diet advice organisation is tapping into the UK’s increasing taste for low-alcohol wines – a market which stands at one million cases per year.

The importance of the low-alcohol sector is being exploited by other Australian producers. Neil McGuigan of McGuigan Wines recently reiterated his commitment to producing low-alcohol wines.

As early as 2008 the company was researching ways of reducing alcohol and retaining flavour, and last week he said they were working out how spinning cone technology might be used to that end.

‘This is a project for us. We already sell a lot of wine at less than 0.5% alcohol to Scandinavia so [low alcohol] might be a bigger market than we think.’

The McWilliams portfolio of four wines from Australia and New Zealand, with detailed nutritional and calorie advice on the back label, will be available from October.

Weight Watchers already endorses wines produced under licence by Reh Kendermann in Germany, and the UK launch follows the organisation’s success in the Australian market where it has endorsed the McWilliam’s Balance range since 2010.

Research commissioned by McWilliams from analysts Wine Intelligenceshows there is significant consumer demand for lower alcohol and lower calorie wines, McWilliam’s export director Lloyd Stephens said.

‘The Weight Watchers endorsement of our wines means consumers can now purchase full-flavoured, lower alcohol wines from a known and trusted quality producer with the clarity and assurance that the Weight Watchers brand and programme provides.’

The range consists of Harmony Sparkling Brut NV at 6% ABV, Harmony Semillon Sauvignon Blanc at 8% ABV, Harmony Shiraz at 9% ABV, and Essenze Vine Dancer Marlborough Sauvignon Blanc at 10% ABV. All are priced at £8.99-9.99.

Story by Adam Lechmere

Courtesy of Decanter

 www.decanter.com

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2 comments on “Decanter – Weight Watchers endorses McWilliams low-alcohol wine

  1. whineandcheersforwine
    September 14, 2012

    Interesting, I had heard of the low cal interest but not the low alcohol side of it. We carry a low calorie line of wines at the store that have been a hard sell once customers taste it.
    Researching for a post this laast year I realized that the low calorie wine and a Sauvignon Blanc I was writing about practically had the same caloric value per serving. On my blog I wrote that the manufacturer of this [regular] wine should market it this way because their product was a lot better than the “advertised” low-cal wine. A few days later I was contacted directly by the wine company to thank me for the idea and to let me know this was being worked on by their Marketing Dept.
    Our store does sell one line of alcohol free wines but that is also a very slow seller here. Looking forward to trying some of these in the future to see how they all compare.
    Thank you.

    • There has been a call in the UK over recent years for lower alcohol wines. The general consumers are getting fed up with 13-14.5% wines. The problem is there aren’t enough.
      I wrote a couple of rough pieces, when I started, last year on my blog about low/non alcoholic wines. If wineries can maintain the wines flavour whilst using centrifuge, reverse osmosis or the new ‘cone’ system then great. They’ll be on to a winner. But it is difficult,
      As for low cal wines, not such a big thing here. I do sell one mind you. New Zealand’s Invivo. Very pleasant, just a bit over priced for what I believe it should cost. Nevertheless, a step in the right direction.

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