WX Brands’ Bread & Butter Wines has brought its first low-abv wine to the UK, following a successful launch in the US.
In a statement, Bread & Butter said the launch of the lower alcohol Chardonnay product, called Sliced, comes in response “to the UK’s growing demand for low and no alcohol alternatives, driven largely by health-conscious Gen Z and millennial consumers”.
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The lower alcohol Chardonnay wine carries a 9% abv. It is also advertised as low-calorie, with 85 calories per 125ml serving.
The Sliced product is Bread & Butter’s sole low-abv product. The brand doesn’t currently produce any non-alcoholic wines.
Bread & Butter’s other wines sold in the UK, the California Chardonnay and California Pinot Noir both have a 13.5% abv.
They are sold in the UK through specialty retailer Majestic, as well as supermarkets Sainsbury’s, Co-op and Ocado.
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By GlobalDataThe Sliced product has launched in the big box retailer Sainsbury’s with an RRP of £12
Commenting on the launch, Linda Trotta, winemaker at Bread & Butter, said: “The way people enjoy wine is changing. More of us are thinking about our health and alcohol intake, but we still want that little moment of pleasure a great glass of wine brings. Chardonnay Sliced is our answer – all the buttery, balanced flavour we love, just a little lighter.”
Bread & Butter Sliced launched in the US in April last year. The product has also been sold in British Columbia in Canada but it is currently out of stock, according to government-owned alcohol retailer BC Liquor’s website at the time of writing.
WX Brands also sells its Trapiche, Chronic Cellars and Reata wine brands in the UK.
An increasing number of winemakers are focusing on lower abv winemaking. In June, Australian wine major Treasury Wine Estates announced the opening of a new in-house winemaking production facility for low- and no-alcohol wines in South Australia’s Barossa Valley.
The facility will produce low and no-alcohol wines for TWE’s global portfolio, which includes brands like Squealing Pig, Pepperjack, Matua, 19 Crimes, Lindeman’s, and Wolf Blass.
