Sainsbury’s reduces alcohol content of its Taste the Difference Prosecco Conegliano without compromising on taste

LONDON, 2014-10-14— /EPR Retail News/ — Sainsbury’s is proud to announce the removal of nearly one million units from customers’ annual alcohol consumption through the reformulation of our Taste the Difference Prosecco Conegliano.

The sparkling wine’s average alcohol content (ABV) has been reduced from 11% to 10.5%, without compromising on taste.

As part of our 20×20 commitments, Sainsbury’s has pledged to double the sales of lighter alcohol wines by 2020. Sainsbury’s Taste the Difference Prosecco is a DOCG status wine, sourced from the heartland of the Conegliano region and made by Cantine Riunite. It’s the biggest selling Taste the Difference drinks line and is available in a number of formats – 75cl bottle, a 1.5l magnum, a 20cl single serve and a 37.5cl half bottle – making it suitable for a variety of customer needs and occasions.

Sainsbury’s Winemaker Ryan Carter adds: ‘We take responsible drinking and the requirements of our customers very seriously. We were the first retailer to adopt the Department of Health’s guidelines on alcohol labelling and introduced calorie labelling on own brand wines earlier this year. This new liquid is the result of collaboration between Cantine Riunite’s winemakers and our in-house team. I am pleased to have been able to achieve this reduction to our Taste the Difference Prosecco – it is a technically challenging process and we worked hard for our customers to ensure it scored parity on taste with the 11% blend during customer taste testing.’

Public Health Minister, Jane Ellison said: “I very much welcome Sainsbury’s move to lower the alcohol content of their Taste the Difference Prosecco. This will help customers to reduce the alcohol units they consume and I would encourage all retailers to look at similar initiatives.”

To help customers make informed choices, the ABV information on Sainsbury’s own brand wines is printed in large font, positioned on the left hand side of the front label, making it as clear as possible for customers. Sainsbury’s has always championed simple, clear nutritional labelling across all own label food and drink products – we were the first to use traffic light labelling on front of pack nine years ago.

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Sainsbury’s reduces alcohol content of its Taste the Difference Prosecco Conegliano without compromising on taste

Sainsbury’s reduces alcohol content of its Taste the Difference Prosecco Conegliano without compromising on taste