Lindeman's joins no/low alcohol category
Lindeman’s is extending into the low/ no alcohol category with a 0.5% abv range and it has partnered with the Mindful Drinking group Club Soda.
The wines will initially be available in Asda and Morrisons and will feature three varietals: Chardonnay, Cabernet Sauvignon and a sparkling blend of Pinot Noir and Muscat.
Kirstie McCosh, European Marketing Director at Treasury Wine Estates, said: “Low and no alcohol is a category in growth and with teetollallers now making up 21% of the total UK population and 75% of millennials limiting the amount of alcohol they drink on a night out, we felt now was the right time to launch Lindeman’s 0.5%.
“We know that the wine industry is changing and that consumers and turning to other drinks categories, or choosing not to drink at all. By giving shoppers an alcohol-free alternative from a consumer favourite like Lindeman’s, we are helping to recruit these consumers back into our category and providing the with new ways in which to enjoy our wines.”
Treasury Wine Estates will support the launch of Lindeman’s 0.5% with a marketing campaign, comprising in-store merchandising, social media activity and sampling. All activity will reinforce the new Lindeman’s brand positioning – Better for You, Better for the Community.
The partnership with Club Soda will help get the brand in front of its 35,000 members, alongside a summer of sampling activity at Club Soda’s Mindful Drinking Festival.
Club Soda founder and managing director, Laura Willoughby MBE, said: “We are delighted that Lindeman’s is partnering with the Mindful Drinking Festival this summer. It is vital that drinks brands do not underestimate the potential of the alcohol-free market. People want to enjoy alcohol-free products in the same way others enjoy alcohol. As an experience, not a compromise.
"They are lower in sugar and often lower in calories, pair better with food, and are sippable. They have a complex flavour profiles, tannins, bite and not so sweet. They are great drinks in their own right.”