By Max Weber

Lindeman's has ramped up the marketing effort behind its Early Harvest range of low alcohol, low calorie wines, announcing a new partnership with the inaugural Australian Garden Show in Sydney.

The Early Harvest wines have at least 25 per cent less calories and alcoholic content than comparable ranges. From two wines in 2007, Lindeman's has grown the series to 11, the latest being a Pinot Grigio released earlier this year.

The steady expansion of the range is in response to growing consumer awareness of lighter, healthier wine options, according to Kate Adamson, brand business manager for Australia and New Zealand.

"The category is now worth $43 million per annum in off-premise sales, making the lighter in alcohol segment larger than the total Rosé market," Adamson told TheShout.

She said the Early Harvest range has a 48 per cent market share of the category.

The Lindeman's Open Garden

Adamson said marketing for the wines is driven by on-site showcases and tastings aiming to demonstrate that the focus on healthier wines is not detrimental to flavour.

Lindeman's partnership with the Australian Garden Show will include the Lindeman's Open Garden, a space featuring sampling of the Early Harvest series along with cooking demonstrations and fresh produce.

"The Lindeman's Open Garden is ideal as it enables customers to taste the wines before purchase and be confident in their taste and quality," said Adamson.

Lindeman's has previously partnered with the Melbourne International Flower & Garden Show and Canberra's Floriade flower and entertainment festival.

Between 2010 and 2012, a total of 222,160 samples of the Early Harvest range were provided to consumers at these two events.

The Australian Garden Show Sydney will run from the 5th to the 8th of September in Centennial Park as part of the park's 125th anniversary celebrations. The Lindeman's Open Garden will be open from 10am-7pm for the duration of the festival.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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