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WeightWatchers endorses wine brand
WeightWatchers has partnered with DrinkWell-owned wine brand Traces, making it the first label in the UK to be endorsed by the weight loss company.
The latest vintage of Traces has become the UK’s only officially endorsed wine by WeightWatchers, the brand announced yesterday.
Owned by DrinkWell, Traces’ range, a Grenache Rosé, Sauvignon Blanc and red Cinsault, are included in the partnership. Each contain 78kcals per 125ml serving, which equates to three points per serving for WeightWatchers members — the measure by which the company encourages members to track their calories.
The wines all have an ABV of 11% and contain zero residual sugar. Grapes are harvested from precosé or ‘premature’ vines, 2-3 weeks earlier than normal (in mid-August), before being monitored through a longer ageing process, to be sure that the whole process remains 100% natural, the company has said.
Brenda McNulty, Head of Product and Licensing at WeightWatchers, said that red and white wines are “regularly tracked” in the weight loss company’s app, suggesting that “many of our members love to enjoy a glass of wine”.
She said: “We anticipate that this new partnership will bring huge levels of excitement from our members, who we know are constantly looking for new ways to manage their weight health.”
This is not the first wine brand ever endorsed by the weight loss company. WeightWatchers collaborated with Truett Hurst Winery on the low-calorie, low-ABV Cense wine line in 2017.
But the company has a strict view on alcohol intake. The WeightWatchers website claims that “alcoholic drinks contain ’empty’ calories”, meaning “they provide plenty of fuel or energy without many, or any, essential nutrients”.
The website also claims that “after a few drinks, food seems more attractive”.
The potential health benefits of drinking wine have been studied for decades, and according to a study by Iowa State University of almost 1,800 Brits, eating cheese and drinking red wine could help to combat the symptoms of dementia. Read more here.