The UK’s leading canned wine brand, Most Wanted Wines has announced a new addition to their esteemed product range: a refreshing <0.5% Sauvignon Blanc fizz can. This launch signals the brand’s debut in the ‘No & Low’ category, mirroring the escalating consumer appetite for low-alcohol, low-calorie beverages that don’t compromise on flavour.
The evolution of the beer market over the last five years has been hard to miss. However, the wine sector lagged, primarily due to the intricate nuances of wine that made creating no & low alcoholic versions challenging. Prevailing options in the wine category were often either too sweet or lacked a depth of flavour. The trend also showed that 86% of consumers preferred non-alcoholic drinks in a single-serve format (source: Attest 2023), echoing the sentiment that beer’s single-serve format felt more suitable for various occasions. With Most Wanted Wines’ canned range witnessing a remarkable 46% growth YOY, the brand has bridged this gap, realising the dual necessity of delivering unparalleled taste and considering the drink’s format.
Notably, a shifting tide in consumption habits is evident. A staggering 55% of UK adults plan to moderate their alcohol consumption in 2023, a significant leap from 25% in 2021 (source: Tescoplc.com). Further supporting this, Wine Intelligence reports that nearly 40% of regular wine aficionados, especially the younger demographic, are proactively curbing their intake.
With such pronounced changes in the No & Low category, non-alcoholic options are breaking the stereotype of being solely for teetotalers. The new product from Most Wanted Wines addresses the growing consumer demand for moderation, flexibility, and eco-consciousness in their drink choices. Sparkling options in the No & Low category were up 8.9% value YoY (source: Nielsen), making a fizzy variety the obvious choice for the Most Wanted Wine’s venture into the category.
Several trend drivers are at play:
Mid-week moderation: Increasingly, consumers are incorporating non-alcoholic options into their routine to moderate their weekly intake.
Alternating choices: Many are adopting a mix-and-match approach on evenings out, alternating between alcoholic and non-alcoholic drinks to control consumption.
Temporary abstinence: Events like Dry January and Sober October are gaining traction, encouraging periods of sobriety.
This new addition is not just about taste; it also champions the convenience and sustainability of the canned format. Here’s why the can takes centre stage:
Market Leadership: As the No.1 canned brand, owning an impressive 50% share of the market, Most Wanted Wines’ canned range has witnessed significant 46% growth YOY primarily driven by the format’s appeal to younger demographics.
Personal Consumption: Unlike bottles, which imply sharing, cans are personal. They cater to individual preferences and habits.
Versatility: The new format is poised to make its presence felt both in take-home retail and out-of-home venues.
Consistency: Every can guarantees the perfect serve, addressing situations where only one person might opt for a non-alcoholic drink.
Value and Sustainability: An accessible price point paired with no wastage makes it an attractive choice. Furthermore, the aluminium can is an environmentally conscious, sustainable choice.
Sarah Watkins, brand manager of Most Wanted Wines, stated: “After over a year of rigorous development, listening intently to our consumers’ feedback, we’re elated to introduce our <0.5% Sauvignon Blanc Fizz can to the market. We recognised a growing need for a flexible, canned format that doesn’t compromise on taste.
Our consumers wanted a convenient, alcohol-free option that aligns with their lifestyle choices, and we’re proud to have met that demand head-on. It’s our belief that, while taste remains paramount, the convenience and sustainability of the canned format are key differentiators in today’s evolving wine landscape.”
