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ZGM hones in on low alcohol category

Published:  18 January, 2007

ZGM, the international wine producer, is launching a new branded range of premium wine-based fizzes, spritzers and coolers, designed to fit with modern consumer lifestyles.

The launch of Entwine is part of ZGM's 4.8m investment in the UK market this year and follows extensive consumer research, which revealed demand for lower alcohol drinks.

Each varietal is a blend of crisp white wine and pure juices or sparkling water which produces a lighter alternative to wine with an ABV of 5.5%. Presented in elegant packaging, Entwine's launch is being backed by a 2.5m investment to include consumer PR, direct mail, sampling, and in-store activity.

The Entwine range includes a Premium Bucks Fizz, a sparkling blend of crisp white wine and pure Brazilian orange juice (RRP 4.99); Raspberry and Cranberry Fizz, a sparkling blend of raspberry and cranberry juices and white wine (RRP 4.99); Elderflower Cooler, a delicate blend of elderflower, white wine and pure still water with orchard fruit and floral aromas (RRP 3.99); Shiraz Ros Spritzer, an attractive blend of fruity Shiraz Ros and pure sparkling water with strawberry and raspberry notes (RRP 3.49); Sauvignon Blanc Spritzer, gives light flavours of lemons and apples in this Sauvignon Blanc spritzed with pure sparkling water (RRP 3.49).

ZGM UK's managing director, Steve Howard said: "Entwine has been developed with modern consumers in mind and fills a gap in their current repertoire, providing a quality, lighter alternative to wine. It appeals to those who have a hectic and healthy lifestyle, allowing them to indulge in an alcoholic drink without high levels of alcohol that can leave consumers with a heavy head.

"The light and fruity' category so far has lacked innovation and marketing spend and has been dominated by own label. Despite this, we have seen over 100% growth in the grocers - something that could be replicated across all markets. Recognising this opportunity, we have developed Entwine, to give consumers the opportunity to trade up to a branded offering. We aim to set new standards in the category and add value for our retail partners."