Blossom Hill is launching a new reduced alcohol wine-based drink to capitalise on a fast-growing category.

Blossom Hill Vie has an ABV of 5.5% and 30% fewer calories than Blossom Hill still wines. It is being supported as part of the brand’s £2m autumn marketing campaign, featuring the strapline ‘Tastefully Done’.

The UK reduced alcohol wine-based drinks category is already worth £22.7m despite its relative youth. Currently only 20% of wine drinkers buy into the category, but a further 50% of consumers say they would potentially buy reduced alcohol wines in the future, says Blossom Hill owner Percy Fox & Co.

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