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Private Label

UK Retailer Asda Debuts Private-Label Alcohol-Free Prosecco

British supermarket chain Asda has introduced a private-label, alcohol-free prosecco in-store.

Dubbed ‘Nosecco’, the non-alcoholic, 'straw yellow' prosecco has a fruity taste, with strong notes of white flower and muscatel white grapes. The drink was launched in-store on 11 June and is priced at £2.98.

The retailer said it was fulfilling the increasing demand for low and no-alcohol wines, especially with summer approaching.

The no- and low-alcohol market in the UK grew 16% in value compared to 2017, and more than one in four 16-24-year-olds say they don’t drink alcohol, according to Neilsen and the Office for National Statistics respectively.

Zesty No-Alcohol Tipple

April Rogers, Asda wine buyer, commented on the new product, "With Nosecco launching in-time for summer, we hope we can provide customers with a zesty, tasty tipple that means nobody left out of toasts."

Nosecco is the newest addition to Asda’s no- and low-alcohol options, which includes the Be Free wine range (£2.48 - £2.98), Budweiser Prohibition (£3.00), and Brewdog Nanny State (£4.50).

Asda isn't the only UK retailer ramping up its stocks of no- and low-alcohol wines - last March, Tesco pledged to increase its supply of the increasingly popular products.

© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Karen Henderson. Click subscribe to sign up to ESM: European Supermarket Magazine.

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