Beringer Blass to launch female-friendly wine
April 6, 2005
Oliver Styles, and agencies
Beringer Blass Wine Estates is to launch a low-calorie, low-alcohol white wine aimed solely at women drinkers in the US.
The wine, dubbed White Lie Early Season Chardonnay, will go on sale in selected states in the US next month and is the product of an all-female research and development team.
The American division of the company wanted to target women wine drinkers because of the buying power of the female consumer in the US.
'More than 60% of wine drinkers are female and women buy 80% of the wine sold in the US, yet the wine industry has largely ignored them,' said Tracey Mason, director of innovation at Beringer Blass.
Chardonnay was chosen because it is, according to statistics cited by the Napa-based company, women's favourite varietal.
The winemaker, Jane Robichaud, harvested the grapes earlier than usual in order to lower calorie, sugar and alcohol content in the final wine.
The Beringer Blass team claim that the wine is a 'reward' for hard-working women who worry about their appearance, citing 80% of women as dissatisfied with their appearance and 45% on a diet at any given day.
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