Wine Innovation profile: Banrock Station Light

Accolade Wines has announced the launch of Banrock Station Light, a low alcohol offering which introduces a new option in the rapidly-growing lighter drinking category.

At 5.5% abv, Banrock Station Light is low in alcohol and light in calories without compromising on taste. A 125ml glass contains one unit of alcohol and 56 calories, 30% fewer calories than a standard glass of wine.

Accolade Wines has invested heavily over the last 12 months in consumer research to look at the lighter drinking category, which is already growing by 83% year-on-year. They are convinced that in Banrock Station Light they have a brand that will grow the category significantly.

Stephen Loftus, director of innovation for Accolade Wines, said: “We are very excited to launch Banrock Station Light. Innovation is at the forefront of everything that Banrock Station does, so it is the perfect brand in our portfolio to launch the Light concept.

“It is important that as a socially responsible company, Accolade Wines can offer consumers a product that is light in calories and low in alcohol. But it is also crucial that we deliver on taste.

“Our research has shown there is significant demand from consumers for low alcohol and low calorie offerings from brands they know and trust. But they are not willing to compromise on taste.

“We believe we have found a winning solution with Banrock Station Light.”

The launch of Banrock Station Light is being supported by heavy in-store activity in Tesco during August and September, with particular focus on sampling to reinforce the appeal Light taste.

This will be followed by a heavy-weight print campaign worth £1 million which will reach 4m target consumers; female regular wine drinkers aged 30-55 who are looking to control their calorie and alcohol intake.

Banrock Station Light is just one of the entries into this year’s Wine Innovation Awards. Click here for more details.