In research commissioned by German wine trade fair Prowein, significant minorities of wine drinkers in the US, China, Germany and the UK said their ideal wine would have less than 12% alcohol.
In Britain, 22% said their ideal wine was 10.5% or less, with similar numbers in Germany and the US saying the same. The preference for lower alcohol is most marked in the younger generation. In Britain, 27% of the 18-39 age group said that their preferred strength was 10.5% or less.
Our first wine, a still Rosé, will be released later this year with an alcohol content of just 11%. Next year we will aim for the 10.5% level to meet what we also believe is a growing demand for lower alcohol wines.
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