Kim Crawford Illuminate is getting a soft launch this fall, ahead of a wider rollout next March. The Illuminate wines, which are at 7% abv and have 70 calories a glass, use “spinning cone” technology to reduce the alcohol from a portion of the base wine without impacting its aromas or flavor profile, according to the company. ![]() consumers.Constellation Brands is looking to expand the consumption occasions for its New Zealand-based Kim Crawford wine brand with a new lower-calorie line of wines called Illuminate. The new range initially will include Sauvignon Blanc and Rosé offerings retailing at $18 a 750-ml. Given that the Nolo category continues to grow, and that new Nolo wine brands are currently under development, it is hoped that the wine industry will be able to overcome these challenges, and meet the needs of U.S. A calculator and prior knowledge of how many ounces there are in a milli-liter is necessary to decipher servings in some wine containers. Complicating this matter further is that most wine cans, bottles, and other containers are defined under the metric system, ranging from 125 ml to 750 ml. Labeling is also challenging, as the size of a serving could fluctuate between 4 and 5 ounces. market range between 7% and 10%, this is a wide definition gap. Given that many of the new low-alcohol wines released in the U.S. According to IWSR, a non-alcohol wine contains less than 0.5% alcohol, but a low-alcohol wine has less than 7.5% alcohol. My hope is that they can figure out how to make something like Heineken’s 0.0, where the beverage tastes similar enough to its original alcoholic version to have broad appeal.”Īnother issue is an unclear definition of what constitutes a low alcohol wine. “I think the wine industry is still trying to figure out how to make low-alcohol wines taste good. A possible analogy is skim milk verses whole milk.Īccording to Curtis Mann, MW, taste is an important issue. This is because removing the alcohol often makes the wines lighter in body. Not all consumers want the sweeter style wines that seem to be in the zero alcohol wines, whereas the low alcohol wines, ranging from 0.5% to 10%, have a lighter mouthfeel. The main challenge that is frequently mentioned about Nolo wines is taste. ![]() Challenges to Keep Nolo Wine Relevant to Consumers ![]() Baby Boomers are aging, and medical reasons may necessitate a decrease in alcohol. Instead of eliminating alcohol, they may just want to reduce the amount they consume. For example, 31% of younger consumers (Gen Z and Millennials) are drinking less alcohol, according to a 2019 Wine Market Council survey. And many older Millennials have moved into the phase of life where they have children and busy careers. It may be for caloric reasons, health reasons or just because they want to drink less,” he says.ĭemographics could also be at play. “The low calorie/low alcohol segment is being driven by customers looking to cut back on their alcohol consumption. Curtis Mann, MW, Group VP for Albertsons - Safeway Wine, Beer & Spirits Division agrees.
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