Trentham relaunches low-alcohol wine range
By Deborah Jackson, editor National Liquor News
Trentham Estate has relaunched its low-alcohol wine brand, Two Thirds, with a total packaging change, also adding a Merlot to the line-up.
Two Thirds launched in 2005 with a Semillon Sauvignon Blanc and is branded as being "two thirds the standard alcohol level of most white wines with 40 per cent less carbohydrates and joules".
The new packaging aims to distinguish it as a low-alcohol product while being fun, fresh, contemporary and appealing to women.
Renee Murphy, marketing manager at Trentham Estate, told TheShout: "These new wines have been created to fill a much needed space in the wine market, with recent research showing that women are looking for a 'lower calorie' wine, as long as taste isn’t sacrificed. Also, ever since its release in 2005, our Two Thirds white (Sem Sauv Blanc) has always been a big seller and a huge success for us, so it was about time we added a red.
"We have two defined markets; 30 year old women often with young children and older women (45+) who are concerned about consuming too much alcohol. These women are health-conscious and concerned about calorie intake. Also, we see it as the perfect wine to enjoy at a ladies lunch/dinner without having to worry about driving home."
The Two Thirds Semillion Sauvignon Blanc is 8.5 per cent ABV while the Merlot is 9.5 per cent. Both are available nationally and through Trentham Estate's online store and retail for $16.