The
low-end popular label Blue Label has come out with a new label, Blue
Nun Heavenly, which is slightly lower in alcoholic strength than the
standard brand at 9% alcohol by volume and has only 77 calories
in a 125ml glass (6 glasses to a bottle) as compared to 90-110
calories for higher alcohol wines. It is initially targeting
female drinkers.
Research said many women were looking at their drinking
habits following the media coverage about the problems associated with
'binge drinking'. The UK government has recently launched a
controversial anti-alcohol campaign programme warning
people about the negative impact of drinking too much alcohol.
Packaging was designed to highlight the lower strength of the brand,
which will be available in both white and rosé styles at around £5.49
in retail. .
Ehrmanns is also introducing the 9.5% alcohol by volume
Delizosa Italian wine brand. The "naturally lower in alcohol" brand,
Deliziosa will be available as both a white and red wine at similar prices.
The
problem is already being addressed by producers like Sula
who has come out with slightly sparkling wine,
DIA, addressed to the female market. |