Product Launch - US: Accolade Wines' Light Grape Collection

By | 23 April 2013

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Accolade Wines' Light Grape Collection 

Category - Wine, California, low-calorie, 8.5% abv 

Available - On shelves next month 

Location - Off-trade; selected US markets 

Price - SRP of US$12 per bottle 

Accolade Wines is capitalising on the trend for low-calorie wines by launching a new range, Light Grape, targeted at "health conscious" consumers. 

The four-strong range, all at 8.5% abv, includes: 2012 Chardonnay, 2011 Rosé, 2012 White Blend and 2011 Red Blend. The wines will be on shelves next month in selected US off-trade markets. 

The wines contain 80 calories per five ounce glass, Accolade said. Initial launch activities will include an "extensive" summer advertising campaign with Weight Watchers magazine, the company said. 

"While many U.S. consumers are interested in trying lower-calorie wines, scepticism about quality and taste have been the biggest obstacles to purchase," said Accolade Wines' North America marketing VP, Reid Stinnett.

"With The Light Grape, we've found the perfect solution: flavourful wines that offer health conscious consumers a superior, low-calorie wine-drinking experience." 

Earlier this year, Treasury Wine Estates launched its Skinny Vine range. Beam Inc also last year extended its Skinnygirl range to wines

Expert analysis

The Future of the Wine Market in the US, to 2016

Future of the Wine Market in the US, to 2016 is the result of Canadean’s extensive market research covering the Wine market in the US.

Sectors: Product launches, Wine

Companies: Treasury Wine Estates, Beam Inc

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