US-based WX Brands has introduced a lower-alcohol version of its Bread & Butter wine brand to the UK.
The ‘Chardonnay Sliced’ (below) SKU, which carries an SRP of GBP12 (US$16) per 75cl bottle, has an ABV of 9% compared to the brand’s full-strength chardonnay at 13.5%. The wine will be backed by Bread & Butter’s ‘Don’t Overthink It’ marketing campaign and follows a “strong performance in the US”.
WX Brands said the move has been made in response to the UK’s “growing demand for low- and no-alcohol alternatives, driven largely by health-conscious Gen Z and millennial consumers”. Bread & Butter is currently available in the country through two other varietals: a full-strength chardonnay and a pinot noir, both from California.
“The way people enjoy wine is changing,” said Bread & Butter’s winemaker, Linda Trotta. “More of us are thinking about our health and alcohol intake, but we still want that little moment of pleasure a great glass of wine brings.”
In May, Spanish wine group Codorníu launched a range of 8%-ABV sparkling and still wines in the UK as “demand for low-alcohol beverages continues to gain momentum”.
