Sainsbury’s slashes abv on Prosecco

UK supermarket Sainsbury’s has cut the alcohol in its own-brand Prosecco from 11% abv to 10.5% as part of its ’20×20′ programme of reducing alcohol consumption.

Sainsbury’s Taste the Difference Prosecco Conegliano (Photo: Sainsbury’s)

The company claims that the move will remove “nearly one million units from customers’ annual alcohol consumption”.

Conegliano Prosecco, Sainsbury’s higher-end ‘Taste the Difference’ offering, is the latest product to be effected by the company’s ’20×20′ programme – 20 alcohol reduction pledges which the retailer wants to achieve by 2020.

The own-brand Prosecco is the biggest selling ‘Taste the Difference’ drinks line and is available in single-serves and 1.5l magnums along with the standard 750ml bottle.

“This new liquid is the result of collaboration between Cantine Riunite’s winemakers and our in-house team,” commented Ryan Carter, Sainsbury’s winemaker.

He continued, “I am pleased to have been able to achieve this reduction to our Taste the Difference Prosecco – it is a technically challenging process and we worked hard for our customers to ensure it scored parity on taste with the 11% blend during customer taste testing.”

Public Health Minister, Jane Ellison MP said: “I very much welcome Sainsbury’s move to lower the alcohol content of their Taste the Difference Prosecco. This will help customers to reduce the alcohol units they consume and I would encourage all retailers to look at similar initiatives.”