Arniston Bay cuts calories

Percy Fox has followed up its recent launch of Blossom Hill Vie with the introduction of a lower alcohol, reduced calorie range extension for its Arniston Bay brand.

The new Arniston Bay Light range

With an ABV of 5.5%, the red, white and rosé wines in the Arniston Bay Light collection are also being promoted on the basis that they contain 30% fewer calories than the core Arniston Bay range. This focus comes in response to a report released by TNS Omnibus in January, which recorded that 45% of consumers in its survey “often choose to buy the lower calorie food and drink options.”

According the Nielsen (MAT to 25.05.12), the UK’s reduced alcohol wine-based drinks category is worth £22.7m, growing 41% in the last year. This looks set to grow further, on the basis of TNS’s finding that, although just 20% of UK wine drinkers currently buy into the lighter wine category, a further 50% said that they would potentially buy reduced alcohol wines in the future.

As the brand seeks to bring more consumers into this category, Rachel O’Shea, marketing manager for Arniston Bay at Percy Fox, said: “We are pleased to continue to increase relevancy by offering a new alternative to still wine that addresses the consumer requirement for a reduced alcohol and lower calorie content.”

With an RRP of £4.99, Arniston Bay Light is being launched with the strapline: “Taste The Sunshine – now with 30% less calories.”