BROWN-FORMAN TARGETS NEW YEAR ATKINS DIETERS

Published: 23 July, 2008

By Josie Butchart

The phenomenal success of Dr Atkins New Diet Revolution' has prompted California wine producer Brown-Forman to launch its new range of low-carbohydrate wines in the UK. The Chardonnay One.4 and Merlot One.6 brands, launched in the US in May 2004, are named according to the number of grams of carbohydrate contained in a 125ml serving of each wine and are made by the Brown-Forman winemakers in Hopland, California, from grapes specially selected for their potential low-carbohydrate content. The wines will initially be available in the on-trade, with listings from January in Holiday Inn, JD Wetherspoon, London & Edinburgh Inns and Outback Steakhouse. According to The Daily Telegraph, approximately 3 million people are currently following the Dr Atkins diet in the UK, with equal numbers of men and women taking up the low-carb regime, although women are more likely than men to purchase products labelled as low-carb. UK supermarket chain Tesco has introduced specialist labelling so that customers can check the carbohydrate level in a selection of its own-label products and Wal-Mart-owned Asda is now selling a range of specially formulated Atkins products. The wines have a target retail price point of 5-6.99. A lot of low-carb products are milking it a bit and charging a premium, but we are charging exactly the same as we would if they weren't low-carb wines,' said Simon Legge, marketing director of Brown-Forman Wines Europe.

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