Accolade Wines is to further its range of alcohol-free wines with the launch of &Then in the UK.
The new brand will debut in the market next month with a Cabernet Sauvignon and a Chardonnay. Both are made from South Australian grapes and use Accolade’s ‘Zero Tech X’ de-alcoholisation technology.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
The technology, which Accolade claims requires fewer additives than existing de-alcoholisation techniques, was used in the creation of the group’s Hardy’s Zero range, which was extended earlier this year.
The &Then line has an SRP of GBP8 (US$9.81) per 75cl bottle and will be available in both the off- and on-premise channels.
“&Then is launching at a time when health & wellness is on many shoppers’ minds… ,” said European marketing director Tom Smith. “Mid-Millennials in particular are looking for stylish and contemporary zero-alcohol alternatives without compromising taste or enjoyment – which is another big step in wine being able to compete with other zero alcohol categories.
“Utilising the Zero Tech X technology, we’ll be using this process across our Accolade Wines portfolio … .”
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalDataEarlier this month, Accolade unveiled a canned format for Hardys in the UK. The three-strong range of 25cl slimline cans is set to roll out next month.
The rise of the hybrid in wine – Click here for a Just Drinks comment
