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Australian retail chain Woolworths to stock low alcohol wines from TWE

DBR Staff Writer Published 24 October 2012

Woolworths Limited, an Australia-based retail chain with more than 3,000 stores in Australia and New Zealand, is to stock low alcohol and low calorie wines from Treasury Wine Estates (TWE).

TWE will roll out its lower alcohol brands like Lindeman's Early Harvest, Yellowglen Jewel, which has 65cal per serving and Matua First Frost. Besides these, the stores will offer tastings of full range of Lindeman's Early Harvest.

Woolworths Liquor Group merchandise general manager Steve Donohue told The Shout that the retailer first introduced these wines five years ago and stocked them based on their variety and region.

"What we have found over time is that demand for these varieties is so high that customers are specifically seeking out these wines," Donohue added.

"By partnering with Lindeman's to create a lighter in alcohol and lower calorie section in each store, we are making it easier for our customers to make healthier choices."

Lindeman's managing director Michelle Terry said the Early Harvest label has experienced continued growth since it launched in 2007.

"Our research indicates that people are increasingly striving for a healthier lifestyle and are conscious of their alcohol consumption, thus the demand for lighter alcohol options is increasing," Terry added.

TWE wines will be stocked in 350 Woolworths Liquor stores in Australia.

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