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Accolade Wines takes ‘a big step forward for zero-alcohol wine’
Accolade Wines is launching an alcohol-free wine collection that seeks to challenge people’s perception of the category.
The range, named &Then, will launch with two initial varietals: a Cabernet Sauvignon and a Chardonnay and uses grapes sourced from South Australia.
Speaking to db, Accolade Wines marketing director – Europe, Tom Smith, described how the alcohol-free segment has moved on in terms of quality and how now is the right time for the company to bring such a collection to consumers. Smith explained: “The last couple of years were a time of increased indulgence for many, influenced by Covid lockdown behaviours. What we’re seeing now is the return of wellness and moderation as prevailing macro trends, so it’s the ideal time to introduce our new alcohol-free &then collection to the market. No and Low alcohol options have vastly improved in recent years, both in the range of products available and in the quality, but wine has fallen behind compared to beer and spirits, often suffering from negative taste perceptions. Consumers have high expectations for non-alcoholic products – they don’t want to compromise on the original.”
Accolade Wines has revealed that the &Then collection will be packaged in 750ml bottles, harnessing a new de-alcoholisation technique that uses Zero Tech X technology – a method that seeks to retain full flavour while de-alcoholising the wine.
According to Smith, the de-alcoholising technique Accolade Wines has started using now means that its ranges can adapt consumer perception of alcohol-free wine and reiterated how “the Zero Tech X technology used in &then and in Hardys Zero changes all of this. It’s a big step forward for zero-alcohol wine and will allow us to compete with other products both in supermarkets and in the on-trade”.
Smith explained: “The cutting edge de-alcoholising technique treats the wine with extra care throughout the press and ensures more of the aroma, body and flavour of full-strength wine is retained. As a result, the process requires less sugary additives compared to traditional de-alcoholising methods – meaning &then is lower in sugar and calories.”
He added: “We aim to excite and engage our consumers with every occasion they enjoy our wines, and extending our non-alcoholic wine portfolio makes perfect sense.”
The &Then collection will retail at £8 per bottle across stores and supermarkets and is also set to roll out to pubs and bars to bring consumers a broader choice of alcohol-free options wherever they happen to be.
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