UK: Bottle Green puts units on label

07 January, 2010

UK: Bottle Green is to launch a low abv wine-based drink with the units clearly stated on the front of the label.

Vetro is a 4% abv Lambrusco from Bottle Green’s partner Medici Ermete.

The bottle contains 3 units of alcohol per 75cl and the launch is Bottle Green’s response to the Government’s ‘Know Your Limits’ campaign.

Richard Hitchcock, marketing director at Bottle Green, said:

“Consumers constantly demand more information in order to make informed choices.  For those looking to build units of alcohol into that decision process, Vetro now allows them to easily do that.  We decided to make a virtue of the Know Your Limits campaign and utilise Medici’s superb 4% Lambrusco to communicate this message. With an attractive and clear design we expect Lambrusco sales to be re-invigorated as a nice side benefit.  All we are really doing is letting people know the comparative benefits of choosing a Lambrusco at 4% abv over a more standard wine at 11% and so helping them to better manage their alcohol intake.  The concept is simple and for consumers ‘it’s good to know’ captures it perfectly.”

Vetro will be making its debut at the London Wine Fair 2010 and a red, white and rosé will be available in the range.

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