Lower-alcohol range targets women

06 April, 2007

South African brand First Cape is throwing its weight behind lower-alcohol wine with the launch of Café Collection.

Rolling out in the autumn, the range will retail at £4.79. It includes a Chenin Blanc and a Semillon, both 9 per cent abv, and a S ousao (10 per cent ).

Brand Phoenix director Greg Wilkins said: "Rosé has done so well because it's naturally lower in alcohol. Increasingly a female market is wanting lower -alcohol, but it has to taste like proper wine."

He added: "I don't think people buy things because they're low alcohol - you have to make the wines stand up . Sales should be driven by it being a desirable product that happens to be lower-alcohol."

Proving the increasing popularity of such wines, Tesco is planning to increase the amount of lower-alcohol wines that it stocks from across South Africa, says wine buyer Graham Nash .

First Cape has also added a Pinot Grigio to its Limited Release range and is planning to add screwcaps to the mid-tier range from May.

A premium range called Millstone will be launched in the UK in September. ­ Priced at £6.99, it will feature dual-varietal blends, including a Pinot Grigio/

Semillon, a Chardonnay/Viognier, a Shiraz/Grenache and a Shiraz/Sangiovese.

Wilkins added that First Cape is in the final stages of buying its own bottling plant in South Africa .




Bookmark this


Site Search

COMMENT

Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
total a

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter