Lower Alcohol Wines – Oh, the irony of it all!

Those who favor lower alcohol in their wines point, not infrequently, to European wines as the saving grace against the onslaught of high alcohol wines from the New World. And in fairness the argument does have some merit as many white wines particularly those with residual sugar, including the sweeter Riesling styles, do have quite low alcohol. But even if a wine does have high alcohol the anti-high alcohol league has remedies. All you have to do is run it through reverse osmosis or a spinning cone and watch the alcohol drop off like the extra pounds on a dieting Oprah! The problem is that both practices "are not currently permitted in the production of wine for sale within the European Union", and that has the potential to create significant problems. In recent weeks wines have been banned from sale in the UK because their lower alcohol levels were achieved by these practices. Sovio, a semi-sparkling Spanish wine, bottled at 8% abv, had been subjected to spinning cone treatment, and the French Plume wine range sold by Tesco achieved its alcohol levels by reverse osmosis.

What to do, what to do? Well, wines from the USA and Australia (pending agreement) that have undergone alcohol reduction by either treatment can be sold in the UK due to bilateral agreements with the EU. But that subjects EU wines to unfair competition from both non-EU nations. To address the problem the Wine & Spirit Trade Association (WSTA) in the UK is seeking a temporary derogation under the appropriate EC Council Regulation to allow lower alcohol wines made using these two practices to be marketed and sold in the UK.

Problem solved? Not really because the European Union will need to develop uniform legislation to address this problem as its member states appear to have different solutions to the dilemma. Both reverse osmosis (in France) and spinning-cone technology (in Spain) are under experimental use but the wines made using these processes can only be sold in their country of origin. However, according to French producers, wines made using reverse osmosis are being sold and marketed in the Netherlands, Austria and Germany.

Getting lower alcohol wines to consumers in Europe, especially lower alcohol European wines, looks like being a tricky process. Who would have thought that would be the case?

Do Wine Drinkers Prefer Lower Alcohol wines?

It would be much more convincing if folks like Randy Dunn and Darrell Corti et al could provide firm evidence that high alcohol wines are not what the consumer wants. I’ve tried to find evidence that consumers do purchase based on alcohol content. There does not seem to be much data out there, although I did find the following from the WSTA.

Over 1 in 3 women (35%) and 1 in 4 men (27%) believe that lower alcohol wines are becoming more fashionable according to the May Consumer Intelligence report issued today by the Wine & Spirit Trade Association (WSTA) and Wine Intelligence. (Comment: Which implies that 65% of women and 73% of men believe that lower alcohol wines are not fashionable.)

WSTA also noted that:-

59% of all UK regular wine drinkers claim to read the alcohol content of a bottle of wine before purchasing, but only half of those say it is important when deciding what wine to buy. (Comment: If that means half of 59% then less than 30% of these consumers consider alcohol important in their buying decision.) They consider seven other factors more important when choosing a wine including grape variety, promotional offer, brand, country of origin, recommendation by friend or family and region of origin. (Comment: I don’t see the wine press listed there. And that’s strange because Randy Dunn points the finger directly at the wine press: “Influential members of the wine press have led the score chasing winemakers/owners up the alcohol curve……”)

Consumers also link higher alcohol levels with better quality and better value for money.

I don’t see any of the information from the WSTA as evidence that that lower alcohol wines are preferred - and let's face it in the UK they have access to a LOT of cheap (supposedly lower alcohol) European wines.

Does anyone know of similar surveys of US wine consumers?