The NZ Lighter wines initiative was the product of a significant New Zealand research and development programme led by New Zealand Winegrowers and co-funded by the Ministry for Primary Industries Primary Growth Partnership (PGP). The programme ran from 2014 to 2020.
The largest research programme ever undertaken by the New Zealand wine industry at the time, the initiative was focused on understanding how best to produce and market lighter-in-alcohol wines, defined as “wines containing less than 10% alcohol by volume”, and “overtly marketed as lower or reduced in alcohol”. It helped to create a new and exciting category of wine catering to the growing number of consumers, who on specific occasions, wish to moderate their consumption of alcohol and still enjoy a glass of premium New Zealand wine.
The challenge was not simply to produce high-quality, lighter-in-alcohol wines, but to naturally lower the alcohol content without compromising flavour and varietal expression. The research focused on using sustainable viticultural and winemaking techniques.
Programme Outcomes
The Lighter Wines programme sought to position New Zealand as the world leader for high-quality, naturally grown lower-alcohol wines.
Current health and wellness consumer trends were in clear alignment with the NZ Lighter Wines Programme and have continued beyond the programme’s conclusion in 2020. The lower-alcohol wines developed via the programme represent a new product category, one that was celebrated for market leadership and critical acclaim.
Participating companies now offer 45 products in the no, low, and lower-alcohol niche. Export sales increased by 57% in the year to May 2020, reaching $8.8 million, while annual domestic sales held their own at $31.4 million.
As a result of the R&D investment, NZ Lighter Wines deliver premium, full-flavoured wines that have won awards in open-class wine competitions and continue to meet export demand, primarily in Australia, Canada and the United Kingdom. Internationally, New Zealand is now considered the world leader in this rapidly developing wine category.
Programme Funding
$16.97m, comprising $8.84m from industry levies and participating companies and $8.13m from Ministry for Primary Industries Primary Growth Partnership (PGP).
The 18 New Zealand wine companies that participated in this innovative industry initiative were: Accolade Wines, Allan Scott Family Winemakers, Constellation Brands, Forrest, Giesen, Indevin, Kono, Lawson’s Dry Hills, Marisco Vineyards, Mount Riley, Mt Difficulty, Pernod Ricard, Runner Duck Estate, Spy Valley Wines, Villa Maria, Whitehaven, Wither Hills/Lion Co, and Yealands Wines.
