Halewood in low-alcohol wine launch
Halewood International is hoping its new lower-alcohol wine will appeal to 25 to 45-year-old women "looking for a wine without such a strong alcoholic taste".
Botany Creek will be available in a white and a rosé variant. Both have an abv of 7.5% and make ideal partners to lighter dishes such as fish and chicken, according to Halewood.
The launch will be supported by an advertising and PR campaign within the trade press alongside a consumer sampling programme. Point of sale material will aim to position Botany Creek as the leading choice for consumers looking for a lower-alcohol, fruit flavoured wine.
Richard Clark, head of innovation at Halewood International, said: "We have created a great tasting fruit flavoured wine that appeals to the original generation of consumers that discovered RTDs and have now broadened their repertoire, as well as women who are looking for an alcoholic drink that does not necessarily have the stronger alcoholic taste found in some higher abv products. In many cases these consumers are simply looking for a product with a lower abv.
"This type of consumer is often looking for a product that bridges the gap between light wines or RTDs and traditional higher abv wines and we believe Botany Creek delivers meets this consumer need."