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UK retailer Sainsbury's to double sales of low-alcohol wines

Published 17 May 2013

Sainsbury’s, a UK-based firm with chain of supermarkets, plans to double the sales of low-alcohol wines in the country by 2020 to meet the growing demand and to follow government’s Responsibility Deal.

According to Sainsbury's beers, wines and spirits head Andy Phelps, the firm aims to increase the current range of low-alcohol wines and also expand the number of its single-serve wines to around 25.

The move is to help consumers reduce their alcohol intake levels and make them try new wines, reported Harpers.

Currently, the retail chain is selling only its own-label House wines in single-serve packs of 175ml bottles.

Phelps was quoted by the website as saying that the company has reported increase in sales of lower-alcohol wines by 14% year on year and attributed it to customers' growing choice of drinking lower-alcohol wines.

The company, therefore, plans to offer new grape varieties such as Gavi and Prosecco in single-serve bottles.

These single-serve wine bottles will be sold along with Sainsbury's bag-in-box range.