New Year’s resolutions, (especially as an attempt to cut down our drinking consumption) are a bit like babies. They are fun to make but extremely difficult to maintain. As consumers look to embrace a healthier lifestyle this year and our MPs give guidance on alcohol intake, the channel growth for premium quality, lighter style alcoholic drink options is set to increase in 2012.
As most experts within the drinks industry would agree, implementing change to a traditional-minded sector is never without risk, especially within the off-trade. But as an active supporter of Drinkaware, it’s good to see that Sainsbury’s has taken on the challenge with a move to increase Responsible Drinking this year.
As a collaborative initiative, Sainsbury’s is working with Drinkaware, Diageo and Heineken with the aim of giving consumers a better understanding of alcohol units and calories across a wide range of wines, beers and spirits which will also include sampling, enabling customers to try lighter wines and alternative serve sizes of spirits and beer. Aiming to double sales of lighter alcoholic wine by 2020, Sainsbury’s responsible drinking campaign will highlight the variety of lighter style wines that are available (abv of 10.5 or less).
But do these low alcoholic options compare? Honestly, yes. It’s a great alternative to its big brother and bound to appeal to an increasingly health conscious and savvy consumer.
Posted by Shelly Murphy