Why Low Alcohol Wines still have a Long Way to go : A Brainstorming with Wine Industry Professionals
An editorial by Guillaume Jourdan
I was recently reading an interesting article in The Drinks Business that said : "The poor quality of the majority of low-alcohol wines in the UK is preventing consumers from making repeat purchases or trying other brands, according to Banrock Station." In fact, making wine has never been a simple thing. Let's get wine industry professionals around a table and start a brainstorming session to find a way to generate further revenues in new profitable niches.
"What about the low alcohol wine niche? "
"Great idea ! I read some articles about it and people are fed up with too powerful wines with strong alcohol content. It's a great idea!" said Eddy, the Chief Marketing Officer. "John, on the production side, how can we achieve this?"
John : "I have to ask my guys to make some tries but we already have contacts with technology companies that can help on that. It's not a problem. How many bottles do you want to sell?"
Eddy: "We have to make some plans, I have to report to our MDs on different markets where there may be an interest. I have to come back to you on that. I will write a document for each country to let them understand that we are able to make it and see their interest. I will ask them what colour they would prefer: white, rosé or red? I will then define a pricing strategy for each country."
"OK guys, well done, great idea, I think we go into a new market that many consider as a niche but that could be a terrific market for us. Let's do it ! See you next month."
""May I just ask a question" said Martin. "What does it taste like a low alcohol wine?"
"Don't worry Martin on that point, we have many studies. We just have to make sure it tastes like our end consumers want. I am sure John with his team will do his best to achieve this."
Martin: "No I just tell you this because my wife and I are fed up with too strong and powerful wines and we are very interested in tasting a low alcohol wine because we finally can't do without the magical part that brings a bottle of wine."
John: "Martin, do you like 9.5% german rieslings?"
Martin: "Yes we love them so much, so many different tastes, the ageing potential is spectacular and the balance is always magic."
Eddy: "And apart from the too strong alcohol content, do you like the aromas of some powerful red wines?"
Martin: "Yes of course but at the same time we are keen on some red wines with strong alcohol content from Australia or South of France because, in these specific wines, we do not feel this alcohol. When the balance is great, it is only when you get to the label that you understand the wine has a strong alcohol content."
John: " So low alcohol wines are exactly that. You get the aromas you like but you do not suffer from a burning alcohol. Does that answer your question?"
Martin: "Yes, regarding the aromas but I still miss the points regarding Balance and Magic..."
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