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Wine Spectator On The Rise Of “Better For You” Wines

May 28, 2021

The rise of the “better-for-you” wine segment has been among the bigger stories in the drinks business so far this year, with many of the top producers in the industry taking part, joined by a phalanx of ambitious up and comers. There’s no legal or agreed-upon definition of wines in this category, but they’re generally lower in alcohol, sugar, and calories and stress sustainability and/or transparency in ingredient labeling.

Low-calorie wines have historically been marketed toward women and focused on body image, but the current “BFY” wines have a different vibe: They’re about offering healthier alternatives. “I think wine as a category just hasn’t been that interested in meeting consumers where they are,” says Heidi Scheid, executive vice president of Scheid Family Wines in Monterey, which launched the Sunny With A Chance Of Flowers brand last year.

She adds that many other consumer products have brands that are marketed with a “better-for-you” angle. Everything from detergent to yogurt has offerings that suggest they are a healthier option. Other beverages, including beer and spirits, are moving into low- and no-calorie offerings. Why not wine? Wine Spectator has a full report on the growing BFY wine category.—MaryAnn Worobiec

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