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Own-label low-alcohol wines launched

UK supermarket Sainsbury’s is introducing a range of four lower-alcohol wines under its own label.

Called Ten%, the collection includes an Australian Chardonnay, Australian Sangiovese/Shiraz rosé, Italian Pinot Grigio and South African Chenin Blanc.

The wines will go on sale in mid-July priced at £4.99 per bottle and are naturally lower in alcohol due to early harvesting techniques, according to Sainsbury's.

“We've seen a real increase in sales around lower alcohol wines as consumers move towards lower calories and a healthier lifestyle,” says Sainsbury's wine buyer Julian Dyer.

Last year Sainsbury's introduced Early Harvest, an Australian white wine with an alcohol level of 9.5%, one of the first specifically-produced lower alcohol wines.

“Our research shows that customers are put off low alcohol wines due to their perceived poor quality and lack of taste,” continued Dyer. “However, with new winemaking and growing techniques, we are now able to produce fantastic wines from several countries with a lower alcohol level with no compromise.” 

© Patrick Schmitt, db 4/7/07

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