Alcohol units on front of pack

07 January, 2010

Bottle Green is launching what it says is the first wine-based product to communicate units of alcohol on the front of packaging.

Made by Lambrusco producer Medici Ermete, Vetro has a 4% abv and contains three units of alcohol per 75cl bottle. This is 60% less units than a typical wine at 11% abv, Bottle Green claims.

The launch has been motivated by the ever-growing pressure for the drinks industry to promote responsible drinking, according to marketing director Richard Hitchcock.

“Consumers constantly demand more information in order to make informed choices. For those looking to build units of alcohol into that decision process, Vetro allows them to easily do that," he said.

Current government recommendations state women should not regularly drink more than two or three units per day, and men no more than three or four units.

"With an attractive and clear design we expect Lambrusco sales to be reinvigorated as a nice side benefit," Hitchcock added.

Vetro will be making its debut at the London International Wine Fair in May and a red, white and rosé will be available in the range.




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