Calorie-focused marketing more effective for wine trade (by Ed Robertson)

Posted: May 22, 2013 by wynmaker in Light, Low Alcohol, Wine, World wine news
Tags: , , , , , , , , , ,
Wine for the calorie watchers.

Wine for the calorie watchers.

Marketing wine on the number of calories it contains is far more effective than claiming drinking it can be part of a healthy lifestyle.

Speaking at the London International Wine Fair 2013 today at ExCeL, London, Mintel global drinks analyst Jonny Forsyth said the idea of a healthy lifestyle remains an abstract idea for consumers, making it difficult to market.

However, he added, everyone understands calories and can quickly find out how many are in whatever they are consuming, making it far easier to market.

Read on …

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