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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.
‘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