Sainsbury’s launches low-alcohol wine

British supermarket chain Sainsbury’s is launching a range of lower alcohol wines in response to customer demand.

Is branding the four wines “Ten%” because of their alcohol by volume content.

Standard wines have crept up to between 12% and 14.5% in strength, the chain said.

Many shoppers now want wine which has slightly less alcohol, making it healthier and lower in calories.

Sainsbury’s wine buyer Julian Dyer said: “Our research shows that customers are put off low alcohol wines due to their perceived poor quality and lack of taste.

“However, with new winemaking and growing techniques, we are now able to produce fantastic wines from several countries with a lower alcohol level with no compromise.”

The Ten% range includes Australian Chardonnay, Australian Sangiovese Shiraz Rose, Italian Pinot Grigio, and South African Chenin Blanc.

The wines are naturally lower in alcohol due to the grape varieties used and early harvesting techniques, Sainsbury’s said.

They go on sale in mid-July priced at £4.99 (€7.40) per bottle.