ZGM, the international wine producer, is launching a new branded range of premium wine-based fizzes, spritzers and coolers, designed to fit with modern consumer lifestyles.
The launch of Entwine is part of ZGM's £4.8m investment in the UK market this year and it said it followed extensive consumer research, which revealed demand for lower alcohol drinks.
The Entwine range of six drinks includes Bucks Fizz and Sauvignon Blanc Spritzer.
Each varietal is a blend of white wine and juices or sparkling water which produces a lighter alternative to wine with an ABV of 5.5%. Entwine's launch is being backed by a £2.5m investment to include consumer PR, direct mail, sampling, and in-store activity.
ZGM UK's managing director, Steve Howard, said: "Entwine has been developed with modern consumers in mind and fills a gap in their current repertoire, providing a quality, lighter alternative to wine. It appeals to those who have a hectic and healthy lifestyle, allowing them to indulge in an alcoholic drink without high levels of alcohol that can leave consumers with a heavy head."
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