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A8(a). Alcohol Unit Reduction
1 January, 2013
Submitted: 30 April, 2015
Please list the actions that your company has undertaken in the last reporting year (e.g. product reformulation, serving size control, new product development, supportive promotional or marketing activity) and where possible provide data to indicate the scale of the activity.
The update provides you with an opportunity to describe the progress you have made on delivering against this pledge and the changes you have implemented in order to deliver this commitment. You may wish to indicate if your delivery plans for this pledge had to be modified and whether there were any unintended consequences that arose from your delivery of the pledge.
If you have more detailed information that you would like to share with the Department of Health but making it public might be detrimental to your business, this information can be provided on a confidential basis by sending it directly to RDalcoholnetwork@dh.gsi.gov.uk. Make clear on the email that the information is confidential, including a brief explanation of why this is necessary. This information will then be used for internal monitoring and evaluation only and details will not be published without the company's permission.
(2000 characters limit):
We have continued to roll out and promote lower or more moderate alcohol wine options for our consumers with our Blossom Hill Brand. Examples include:
• Sun-kissed red and white wines, which are a moderate ABV lighter red and white wine pair, and were launched around 18 months ago. The ABV on the white wine is 10% and the red wine is 10.5%.
• Vie white and Vie rose offers consumers a much lighter option for the wine drinking occasion, with ABVs at 5.5%, which is less than half of the usual strength of wine. This range continues to sell well.
• Last year, we launched a sparkling Moscato with one major retailer, and its ABV is 6.5%. This is broadening the lower ABV options into more celebratory occasions.
• Our range of lighter wines also includes our classic Blossom Hill white (11.5%) and White Zinfandel (10% ABV) and the sales on all of these lines has increased from 2013 to 2014 by 2.17%.
We are actively looking at the lower alcohol space in our innovation plans and hope to launch another range in F16, which will further offer consumers more accessible wine products with lower ABV for greater choice.
We also produce Guinness Mid Strength Stout at 2.8% ABV. It is currently distributed in over 900 stores across the Grocery sector in Great Britain (ASDA, Tesco, Morrison’s and Waitrose).Unit rate of sale of this product is in growth year on year.
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