By James Atkinson
Treasury Wine Estates' lower alcohol, lower calorie wines are set to have their own dedicated space in 350 Woolworths Liquor stores.
The initiative will include top selling lower alcohol brand Lindeman's Early Harvest, Yellowglen Jewel, which has 65 calories per serve, and Matua First Frost.
There will be selected in-store tastings of the full range of Lindeman's Early Harvest.
Woolworths Liquor Group general manager for merchandise, Steve Donohue, said that when the retailer first introduced these wines five years ago, they were included in the traditional layout of Woolworths stores, which is arranged by variety and region.
"What we have found over time is that demand for these varieties is so high that customers are specifically seeking out these wines," he said.
"By partnering with Lindeman's to create a lighter in alcohol and lower calorie section in each store, we are making it easier for our customers to make healthier choices."
Lindeman's managing director, Michelle Terry, said the Early Harvest label has experienced continued growth since it launched in 2007.
"Our research indicates that people are increasingly striving for a healthier lifestyle and are conscious of their alcohol consumption, thus the demand for lighter alcohol options is increasing," she said. '
Treasury Wine Estates managing director Australia New Zealand, Chris Flaherty added: "Over 270 bottles of Lindeman's Early Harvest are sold in Australia every hour, contributing to a category that is now worth $43 million per annum in off-premise sales, making the lighter in alcohol segment larger than the total Rosé market, which is valued at $31 million per annum."