One of the main consumer trends to have been accelerated by the coronavirus pandemic is the move towards low- & no-alcohol. Capitalising on this more than any other beverage category has been hard seltzer, which provides a booming growth opportunity for wine brand owners.
At the same time, in France, lower-abv sparkling wine is on the rise, driven by wine’s dominance of the country’s alcohol market, specifically, and by the health & wellness trend, more broadly.
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Farming and agri-food co-operative InVivo has recently launched a range of ‘wine seltzers’ in France from its Café de Paris brand. The 6.5%-abv sparkling wine line, packaged in 20cl glass bottles at an SRP of EUR2.30 (US$2.75) per unit, is clearly inspired by the success of hard seltzer.
Café de Paris’ new launch has a premium position – thanks to its wine-based reputation – but a mid-to-low price tag, providing the range with a key advantage against its competitors.
Wine seltzer is still a fairly new phenomenon, but extending the firmly-established wine category to cover hard seltzer’s popular cues is likely to gain momentum among younger, primarily female consumers – especially those who are moderating their alcohol intake.
In the long-term, wine seltzer will be an interesting sub-category to follow, introducing new consumers to wine and – potentially – changing the current narrative for full-abv wines.
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