$15m zero alcohol wine facility built as Aussies cut drinking
Just before Christmas, a staggering new $15 million zero-alcohol production facility opened and the aim is to make zero- and low-alcohol wine taste better.
The investment is a bet on Australians continuing to change their drinking habits, with more than a third of Australian drinkers reducing their alcohol intake in the past year, according to research conducted by Nielsen IQ.
Treasury Wine Estate (TWE) recently opened a $15 million facility in South Australia’s Barossa Valley, dedicated to the production of low-alcohol and no-alcohol (NoLo) wine.
The company hopes the zero-alcohol wine will become a bestseller this Christmas and New Year as more Australians turn to non-alcoholic and low-alcohol options.
“Christmas is no longer just about food and family. For many Australians it’s a high-stakes logistical balance – three lunches, four houses and hours of driving,” said Angus Lilley, managing director of TWE’s Treasury Collective division.
“We have a range of NoLo options, and for this time of year, Squealing Pig Zero gives people a way to feel festive, celebrate, connect and still get behind the wheel.”
Statistics from research commissioned by TWE’s Squealing Pig wines show 76% of Australians drive on Christmas Day, 37% are the designated driver and 39% employ someone else to drive them.
According to Nielsen IQ research, 34 per cent of Australians say they drink less alcohol than a year ago.
