I’ve been researching lower alcohol wines lately and it just so happens, Wine Intelligence has too.
The UK wine trade is really trying to look responsible at the moment and a raft of new ‘lower alcohol’ wines were launched at the recent London International Wine Fair.
But it’s not clear whether the consumer actually wants lower alcohol wines. So, we might have some more white elephant wines gathering dust on the shelves. Alternatively, if the products are available, it may create demand. Let’s face it, before iphones were launched, we didn’t have a burning need for them either.
Happily for those wineries launching a lower alcohol wine this month, it seems that consumer acceptance of wines under 11% is on the rise, according to Wine Intelligence research in partnership with the WSTA.
The percentage of consumers who say they ‘may buy’ wine below 9% (on a scale of 1 to 5,‘may buy’ was 3) has increased from 47% to 54% since the survey was last conducted in April 2007. No massive change there then,
Younger drinkers also increased their acceptance of lower alcohol wines with 66% claiming they may buy wine below 9%, compared with just 51% in 2007.
‘May buy’ and ‘Would definitely buy’ are quite different, however.
Surprise, surprise, wines between 11 and 14% abv remain the preferred wines with regular UK wine drinkers. Well, strike me down. I’m worried that we are blowing this low alcohol thing out of proportion.
I’ll very happily drink a 9% Mosel wine or 5.5% Moscato d’Asti (particularly Vigna Vecchia’s Ca’ da Gal Moscato at Terroir in London) any day of the week but I’m struggling to find a decent wine that has had its alcohol level reduced by human intervention ( i.e. reverse osmosis/spinning cone). Thus far, the early harvest attempts aren’t much better either. There’s a reason why people don’t pick early and we should remember that.
