Bread & Butter Wines has introduced its first lower-alcohol Chardonnay to the UK market, following a strong performance in the US. Chardonnay Sliced (£12.00) offers 9% ABV and 85 calories per 125ml serving, while retaining the buttery, oaky profile the brand is known for.
The launch responds to the UK’s growing demand for low and no alcohol alternatives, driven largely by health-conscious Gen Z and millennial consumers.
Linda Trotta, Bread & Butter’s winemaker, commented: “The way people enjoy wine is changing. More of us are thinking about our health and alcohol intake, but we still want that little moment of pleasure a great glass of wine brings. Chardonnay Sliced is our answer – all the buttery, balanced flavour we love, just a little lighter.”
The wine is launched as part of Bread & Butter’s Don’t Overthink It campaign – a platform that encourages consumers to enjoy great wine without complexity or compromise. It’s a message that resonates particularly well with a new generation of wine drinkers who value simplicity, enjoyment, and authenticity.
Maintaining the brand’s recognisable, minimalist packaging, Chardonnay Sliced introduces a bold, segmented ‘sliced’ label that playfully mirrors its name. The striking design and name deliver strong shelf standout and instant consumer recognition, while communicating its lighter calories and lower ABV.
Chardonnay Sliced joins Bread & Butter’s UK portfolio alongside its California Chardonnay and California Pinot Noir. The brand, part of the WX Brands portfolio, continues to expand its UK presence through key retail partners, including Ocado, Majestic and Sainsbury’s.
Tasting profile: Tropical fruit, almond, and rich vanilla with a signature buttery finish.
Availability: Available now from Sainsbury’s, RRP £12.00.
