18.09.12

Weight Watchers® Launches Its First UK Endorsed Wine Range

Weight Watchers, the world's leading provider of weight management services, is working in partnership with McWilliam's Wines to launch its first endorsed lower alcohol range.

From October, a four-strong portfolio of McWilliam's Harmony and Essenze lower alcohol wines from Australia and New Zealand will be available with easy peel-off Weight Watchers stickers communicating the ProPoints® value of a single serve, and full nutritional information (including calorie content) included on the back label.

The endorsed products join the existing German Weight Watchers branded wines produced under licence by Reh Kendermann, and will allow Weight Watchers to benefit from the UK's strong consumer loyalty to New World wine countries, as well as tap into the growing lower alcohol market - a category which now represents over a million cases a year.

The UK partnership follows the success that Weight Watchers has enjoyed in the Australian market, where the McWilliam's Balance range has been endorsed since 2010.  The UK launch, which is being overseen by McWilliam's Export Director Lloyd Stephens, follows research from Wine Intelligence demonstrating a significant consumer demand for lower alcohol - and therefore lower calorie - wines.

"The research we commissioned shows that consumers have a strong interest in, and demand for, lower alcohol wines but do not want to compromise when it comes to their taste experience," Stephens explains.  "The Weight Watchers endorsement of our wines means consumers can now purchase full-flavoured, lower alcohol wines from a known and trusted quality producer with the clarity and assurance that the Weight Watchers brand and programme provides."

A 125ml glass of McWilliam's Harmony Semillon Sauvignon Blanc with an ABV of 8% is a third lower in alcohol and kilojoules than standard wines and has a Weight Watchers ProPoints® value of two.

Neil Murray, Licensing Manager at Weight Watchers UK, says, "The launch of these endorsed wines from McWilliam's complements the existing Weight Watchers wines that we have in the UK market.  Australia and New Zealand are clear growth categories and this partnership is about making dining and entertaining choices wider and easier for those consumers who we know are looking to make healthier choices."

The Weight Watchers endorsed portfolio of McWilliam's wines will be distributed exclusively by PLB Group and comprises:

  • Harmony Sparkling Brut NV (6% ABV - RRP £9.99)
  • Harmony Semillon Sauvignon Blanc (8% ABV) and Shiraz (9% ABV - both RRP £8.99)
  • Essenze Vine Dancer Marlborough Sauvignon Blanc (10% ABV - RRP £9.99)

further information: Ali at ewpr / 020 8747 9592