Australian Vintage launches 5.5% abv wine
Australian Vintage launches 5.5% abv wine
May 22, 2012 6
(OffLicenceNews) - Australian Vintage has launched a 5.5% abv wine that comes in a clear pint bottle with crown cap.
Vinni is a sparkling Moscato that will be sold in eight-packs like a beer or cider.
The launch aims to tap into the tax break for lower-alcohol wines but also to draw new, younger consumers into the wine category.
European sales and marketing director Paul Schaafsma said: "There is a demographic of 18 to 25-year-olds we are still struggling to bring into the wine category. How can we bring younger consumers into wine at an earlier age? Certainly in the UK it is a challenge.
"[One way would be] putting it in a pack that maybe is more comfortable for the consumer at that age; delivering 5.5% abv so it is similar to beer, cider or spirits and mixers, and making it a bit trendy and a bit cool while still recognising the hand-crafted nature and quality of wine."
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