German wine brand Black Tower will expand its low alcohol offering to boost its appeal to health-conscious Millennials.
With an RRP of £3.50-4.00 and an ABV of 0.5%, the new range includes red, white, rosé and sparkling varietals. As the trend to lower alcohol consumption continues, the wine market is shrinking, highlighting the strategic and growing importance of low/no.
Alison Fleming MW, Black Tower’s export sales director, said: “Consumers want to enjoy Christmas parties, family meals and New Year celebrations without jeopardising their diets and impacting their general health. In particular, our target audience - female and Millennial drinkers - wish to moderate their alcohol consumption.
”Attitudes have changed thanks to the taste and quality of low alcohol wines greatly improving with comparable alternatives to popular varieties now available. As a trusted brand, we are perfectly positioned to capitalise on this trend and broaden our offering.”