Blossom Hill joins reduced alcohol trend

Blossom Hill has entered the expanding reduced alcohol wine category with the launch of Blossom Hill Vie, a white and rosé 5.5% abv range extension.

Citing Nielsen UK data to the end of May 2012 which showed 41% value sales growth for a reduced alcohol wine-based category that is now worth £22.7 million, the brand is looking to use Blossom Hill Vie to tackle the negative taste associations which continue to hamper further growth.

Liz Ashdown, marketing manager for Blossom Hill at brand owner Percy Fox & Co, described the new product as “delivering over and above current category taste perceptions,” adding: “We are confident that this will help retailers to drive incremental sales within the category.”

According to TNS Omnibus data for January 2012, just 20% of UK consumers currently buy into the reduced alcohol wine-based drinks category, although a further 50% indicated that they would potentially buy these products in the future. Of those consumers who currently buy into the category, 63% described the current offer as “average to very poor in quality”

Ashdown explained: “Consumers are looking for something that tastes great for those low-key occasions such as mid-week, lunchtime or early evening, when they want to reduce their alcohol intake, while maintaining the sociability and enjoyment of the wine drinking occasion.

“Our new innovation helps meet these requirements, offering consumers a product that fits in with their busy lifestyles and daily responsibilities.”

Blossom Hill Vie, which has an RRP of £4.99, will be supported with a new £2 million “Tastefully Done” marketing campaign, due to appear this autumn.