Sainsbury’s Prosecco di Conegliano has been reformulated to have a lower alcohol content, without affecting the taste, decreasing from 11% to 10.5%: this, according to the British retail chain, will lead customers to consume one million units of alcohol less per year. The wine, a best seller in the Sainsbury’s “Taste the Difference” top-of-the-range line, is produced by Cantine Riunite and is a DOCG. Reformulation of the alcohol content falls under the 20×20 campaign, with which the British large-scale distribution giant has decided to double the sales of “light wines”, i.e. with low alcohol content.
Corporate responsibility thus takes a further step forward, and after having verified that the producers and manufacturers of products sold follow good social and environmental practices, it is now taking care of the health of its customers.
Sainsbury’s wine expert, Ryan Carter, explained: “We take the fact that our customers learn to drink responsibly and their requirements very seriously. We were the first to adopt the Department of Health guidelines on alcohol labelling and at the beginning of the year we introduced an indication of the calories on our private label wines. This new spumante is the result of collaboration between our internal team of wine experts and those of Cantine Riunite. The reduction of the alcohol content was a challenging process from the technical point of view, but I’m pleased to say that the new version in taste tests carried out with our customers was on a par with the 11% alcohol content version”.
Sainsbury’s has also earned the praise of British Health Minister, Jane Ellison, who hoped that other chains would put in place “similar initiatives”.
