Villa Maria lightens up

New Zealand producer Villa Maria has become the latest wine brand to add a lower alcohol extension to its range.

The Villa Maria Private Bin Lighter collection features a Sauvignon Blanc, Pinot Grigio and rosé, each containing 25% less alcohol than their standard varietal counterpart.

Rather than use technology to remove alcohol after vinification as many other producers such as Australian Vintage have chosen to do, Villa Maria achieves its reduced abv by picking earlier before sugar levels rise.

Following a flurry of low (5.5% abv or below) and lower alcohol launches in 2012 from major brands including McWilliams, Arniston Bay and Blossom Hill, last month showed that the category continues to offer appeal as Gallo introduced two new products falling into this sector.

Introducing the new collection, Fiona Mottershaw, Villa Maria’s brand manager at UK agent Hatch Mansfield, commented: “An increasing number of consumers are looking for drink options to suit their healthier lifestyles. This range offers these lifestyle conscious consumers exactly that – a lighter alternative in terms of alcohol and calories but made without compromising on taste.”

Initially targeting the UK off-trade, the Villa Maria Private Bin Lighter range will be available from April with RRPs starting at £10.25.