Impact Databank: Low-Calorie Wines On A Rapid Rise, Benefiting From Wellness Trends
July 18, 2023American wine consumption is projected to decline once again this year, according to the 2023 edition of The U.S. Wine Market: Shanken’s Impact Databank Review & Forecast. But one of the bright spots within the industry is the continued success of the so-called “better-for-you” segment, as American drinkers increasingly opt for health- and wellness-oriented products. These trending wines boast fewer calories, fewer carbohydrates, and lower alcohol, and most of the brands have zero residual sugar. Marketers also get more bang for their buck, as these healthier alternatives generally sell for above-premium prices at retail.
A few years back, some of the initial players in the low-calorie wine category drew their inspiration from hard seltzers White Claw and Truly, which became giants in the beverage alcohol industry. But as the hard seltzer craze decelerated, “better-for-you wines” grew by strong double-digits again last year and are expected to easily surpass three million cases in the U.S. by year-end, according to Impact Databank.
Bota Box Breeze leads this burgeoning segment. Earlier this year, Delicato extended the line by launching a Chardonnay, retailing at $24 a three-liter box. The market’s largest wine player, E.&J. Gallo, also joined the fray with its Barefoot Bright & Breezy label at 70 calories, 6% abv, and two grams of sugar per serving, as well as by acquiring the Bev range of canned wines and spritzers last month—Bev wines have three carbs, 100 calories per serving, 11.9% abv, and are all gluten-free.
Following up on its Yellow Tail Pure Bright line, Deutsch Family Wine & Spirits recently debuted Yellow Tail Fresh Twist, a trio of light wines, all at 7.5% abv and containing 90 calories a five-ounce glass. Also earlier this year, Sunny with a Chance of Flowers, the better-for-you wine brand from Monterey, California-based Scheid Family Wines, rolled out a new Sunny Bubbly Rosé, retailing at $20 a bottle. Los Angeles-based Avaline, the wine brand co-founded by Cameron Diaz and Katherine Power, recently launched a Sauvignon Blanc retailing at $26 a bottle.
According to the 245-page Impact Databank report, other growth segments within the U.S. wine market include wine-based RTDs, imported sparkling wine—primarily Prosecco—and table wines priced at $15 and over a 750-ml bottle. Low-calorie wines are well-positioned, having more than quintupled the past three years, and pack a punch with their premium prices.
| U.S.—Leading Low-Calorie Wine Brands (thousands of 9-liter case depletions) |
|||||
| Brand | Company | Origin | 2021 | 2022 | Percent Change1 |
|---|---|---|---|---|---|
| Bota Box Breeze | Delicato Family Wines | California | 365 | 550 | 50.7% |
| Fitvine | O’Neill Family Vintners | California/Italy | 306 | 263 | -14.1% |
| Cupcake Lighthearted |
The Wine Group | California | 250 | 241 | -3.5% |
| Yellow Tail Pure Bright |
Deutsch Family Wine & Spirits |
Australia | 142 | 203 | 43.3% |
| Kim Crawford Illuminate |
Constellation Brands | New Zealand | 101 | 168 | 66.5% |
| Bev | E.&J. Gallo Winery | California | 40 | 110 | 175.0% |
| Barefoot Bright & Breezy |
E.&J. Gallo Winery | California | 5 | 105 | 2000.0% |
| Sunny With a Chance of Flowers |
Scheid Vineyards | California | 58 | 92 | 60.7% |
| Avaline | Avaline | Multiple Origins | 55 | 80 | 45.5% |
| Liquid Light | Ste Michelle Wine Estates |
Washington | 51 | 71 | 37.8% |
| Matua Lighter | Treasury Wine Estates Americas |
New Zealand | 22 | 64 | 188.7% |
| Mind & Body | Trinchero Family Estates | California | 30 | 33 | 10.0% |
| Kendall-Jackson Lower Calorie Chardonnay |
Jackson Family Wines | California | 11 | 30 | 172.7% |
| Total Leading Brands | 1,435 | 2,010 | 40.0% | ||
| 1 Based on unrounded data Source: IMPACT DATABANK © 2023 |
|||||
Tagged : Bota Box Breeze, Delicato, Deutsch, Yellow Tail
