Accolade Wines Launches New Low-Calorie RangeApril 17, 2013
Accolade Wines North America is set to launch a new range of low-calorie wines, The Light Grape. The line will launch this month into select U.S. markets. Priced at $12 a 750-ml. and offering 80 calories per five-ounce pour, The Light Grape will offer four wines—Chardonnay, Rosé, White Blend (featuring primarily Pinot Grigio and Viognier) and Red Blend (featuring predominantly Cabernet Sauvignon and Petite Sirah).
Accolade will support the launch with an extensive summer ad campaign in Weight Watchers Magazine, a print and online platform that targets nearly 15.6 million health-conscious consumers. The collaboration will also include an email blast to 35,000 members and listings in the Weight Watchers reference guide. That move will place it in direct competition with The Skinny Vine, Treasury Wine Estates’ low-calorie offering, which is also targeting Weight Watchers’ audience.
Accolade Wines North America was established early last year when its parent company, Australia-based Accolade Wines, purchased the Geyser Peak, XYZin and Atlas Peak brands from now-defunct Ascentia Wine Estates. (In March of this year, Accolade sold the Geyser Peak winery and 32 acres of vineyards to Francis Ford Coppola Winery, but it retained ownership of the Geyser Peak brand.)
Accolade Wines North America does total annual volume of around 500,000 cases. Banrock Station (136,000 cases) and Hardys (45,000 cases) were key players in the portfolio last year.