Low alcohol category needs to improve

16th August, 2013 by Rupert Millar

The low alcohol wine category has to improve in quality if it is to become viable thinks Thomas Jung, group chief winemaker at Australian Vintage.

Summer LightSpeaking to the drinks business as the company rolls out its new “Summer Light” 5.5% abv wines, Jung said that the category needed to be more appealing for the consumer if it was to flourish.

He explained: “We see this category as quite exciting in the UK. There’s consumer demand, retailer demand but the quality at the moment is not good.

“It’s not just us as a company but the industry that can make this category. We need to make it appealing to the consumer otherwise, why would you buy it?”

He said that he and the other winemakers at Australian Vintage had tasted what was currently on the market and, “we weren’t all that excited with what we saw.

“I said to Neil (McGuigan, CEO) that if we went in we needed to be the market leader. Genuine demand is there but we wanted to stay true to wine.”

He admitted that as a category it was not one that would greatly appeal to those who already enjoy drinking wine but also that it wasn’t meant to.

“It’s for those coming into the category and maybe those that need to cut down.”

With the recent news that the UK government is trying to get the EU to recognise 4.5% abv as the new legal limit for wine, Jung added that there was another chance to push this new category.

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

Job vacancies

Sales Account Manager

Jascots Wine Merchants
London, UK

Marylebone Sales Manager

Philglas & Swiggot
Marylebone, London, UK

Area Sales Manager

Bon Coeur Fine Wines
North England, UK

Procurement Assistant – Wine

Adnams PLC
Southwold, UK

Account Manager Central London

Speciality Drinks Ltd
London, UK

Brand Ambassador

Speciality Drinks Ltd
London, UK

National Business Development Manager

Speciality Drinks Ltd
London, UK

Marketing Assistant

Hatch Mansfield
Ascot, Berkshire, UK

Marketing Manager

Bancroft Wines
London, UK

Regional Sales Manager – Scotland

Bancroft Wines
London, UK

Sales Manager – London On-Trade

Bancroft Wines
London, UK

Customer Service & Sales Support Executive

Jascots Wine Merchants
London, UK

Market Insight Analyst

Conviviality PLC
London, UK

Technical Manager

Enotria&Coe
Park Royal, London, GB

The Global Sparkling Masters 2017

Deadline : 25th August 2017

The Global Malbec Masters 2017

Deadline : 25th August 2017

Global Chardonnay Masters 2017

Deadline : 1st September 2017

The Global Sauvignon Blanc Masters 2017

Deadline : 1st September 2017

Click to view more

The Global Rosé Masters 2017

With wines from the palest of pink to almost ruby red, bone dry to almost cloyingly sweet, reductively handled to barrel-aged, as well as gently spritzy to fully sparkling.

The Global Organic Masters 2017

The drinks business is thrilled to announce the launch of The Global Organic Masters

The Drinks Business Awards 2017

Now in its 15th year, the db awards have become the most authoritative, internationally respected badge of achievement in the alcoholic drinks industry.

The Asian Cabernet Sauvignon Masters 2017

the drinks business Hong Kong announces its first year of The Asian Cabernet Sauvignon Masters.

Click to view more