Fruit infused wines grow its European sales

The category is finding a wider European audience, having caused an outcry among French wine traditionalists...
Fruit infused wines grow its European sales

Fruit infused wines have been one of the big wine stories of 2014. As Mintel forecast back in January, their success in France has now started  to expand to neighbouring Western European markets. This means that while in 2010, fruit-infused wines accounted for just 2% of all wine-based
innovation in Europe, during 2013 and 2014 (up to mid-October), this proportion has risen to 6% respectively. Fruit infused wines are similar to the parallel rise of wine spritzers/coolers/cocktails which often dilute the wine more heavily with juice and can also contain added bitters/other spirits and even herbs, i.e. the Aperol Spritz. Both are two sides of the same trend, which has also driven the success of beer mixes and fruit flavoured ciders. Such innovation taps into the unashamed sweeter palate and love of fruity flavours of the millennial generation – and younger women in particular. Fruit-infused wines themselves are simply wine with added fruit flavour, a trend which began a few years ago with the commercialisation of an Eastern French habit of adding grapefruit (fresh or concentrated) to rosé in the summer months. Innovation has quickly expanded to using other fruits and red or white wine as a base, i.e. pomegranate reds and lime whites. They have proved especially popular as a light and low Abv alcohol option for the aperitif occasion.

Jonny Forsyth, Mintel global drinks analyst said: “There is particular opportunity in the Us, where European brands can take advantage of the popularity of premium sparkling wine imports as well as the increasing consumption of fruity, sweet wines. However, wine makers can also target the aperitif occasion in France and Italy”.

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