Low-alc RTD from Global

23 April, 2009

Global Brands is to launch a low-calories and low-alcohol version of its VK RTD brand.

Branded as VK Lo, the pineapple and grapefruit-flavoured product is bottled at 1.2% abv and flagged up on the label with a calorie count of 49.

Steve Perez, Global Brands’ chairman, said: “This is a real first for the RTD category.

“There is really very little choice for people not wanting to drink alcohol, or those who just want to drink a small amount.

“Giving consumers more choice is imperative, as is ensuring that drinks are retailed responsibly.”

Global is currently testing other flavours with a view to launching a wider range of the lower abv drinks later in the year.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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