New wine label to highlight units

  • Monday 18 January 2010

UK wine importer and retailer Bottle Green is to launch a low alcohol wine with the units clearly displayed on the front label.

Vetro

Vetro, a 4% abv Lambrusco made in collaboration with Italian producer Medici Ermete, contains 3 units of alcohol per 75cl and has been launched in response to the Government’s Know Your Limits campaign.

Richard Hitchcock, marketing director at Bottle Green, said the new label was aimed at ‘those looking to build units of alcohol into the decision making process.’

‘All we are really doing is letting people know the comparative benefits of choosing a Lambrusco at 4% abv over a more standard wine at 11%, helping them to better manage their alcohol intake.’

'We decided to make a virtue of the Know Your Limits campaign and utilise Medici’s 4% Lambrusco to communicate the message.'

News of the launch comes in the same week as the Conservative party unveiled plans to scrap the units system currently used to measure alcoholic consumption in the UK.

Vetro will debut at the London Wine Fair in May. The range will include a red, a white and a rosé.

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