Introducing Pepperjack mid-strength from Treasury Wine Estates: Combining the art and science of winemaking
As more consumers look to moderate their alcohol intake, the demand for alternatives that offer a full flavour experience without the full impact of alcohol has skyrocketed. First impressions count, with a consumer’s view of the no and lower in alcohol category, nicknamed ‘nolo’, determined by the first sip.
Making wine is a complex process that can take up to 3 years from the vineyard to the shelf, in contrast to beer or spirits – which can be ready to drink in 2 weeks. An extra challenge is flavour, which is especially important to wine drinkers experimenting with nolo: alcohol-free versions don’t taste the same as their full-strength equivalents, particularly for red wines. As Australia’s biggest wine producer, Treasury Wine Estates has risen to the challenge of producing quality, great-tasting wine under some of the country’s favourite brands. It introduced the award-winning Wolf Blass Zero range in late 2021, followed by nolo options in the Matua, Lindeman’s and Squealing Pig brands.
The latest offering goes one step further: a mid-strength Pepperjack Shiraz. At around 7% alcohol by volume, half the alcohol content of the original, veteran winemaker Richard Mattner says it stays true to the Pepperjack character that’s made it Australia’s #1 shiraz for value and the country’s favourite steak accompaniment: “It strikes a balance between the art of traditional winemaking that Pepperjack is renowned for, and the science of cutting-edge de-alcoholisation and flavour retention technology. The result is a palate that is rich, round and soft with concentrated berry fruits and soft velvety tannins – all the best bits of Pepperjack.” The wine’s reputation is spreading, with the world’s leading wine media brand, Decanter, awarding Pepperjack Shiraz 90 points.
In hospitality venues, nolo gives customers more alternatives: they might be moderating their alcohol intake because they’re more health-conscious, or they might just be driving home. It gives customers the choice to continue being part of a social occasion with friends and family, with the option to enjoy a lighter alternative in the same glassware, with a complex aroma and great mouthfeel.
Dani Canny of South Melbourne’s Montague Hotel and Ballarat’s historic Red Lion Hotel says a mid-strength alternative gives customers more options, so they’d like to stay at the venue socialising for longer: “It opens up more possibilities to be part of an occasion; you can still enjoy a lovely wine in a stemmed glass while being mindful of how much you’re consuming. We’re looking forward to offering more no-alcohol and mid-strength alternatives at our pubs; the no-alcohol beer and spirit options have already been popular, and we see the same future for wine.”
The ad campaign puts the mid-strength category to the test with Aussie dads, starting with AFL player and Pepperjack ambassador Max Gawn. He did the ‘dad test’ to see what his dad Rob thought of the new Pepperjack mid-strength – it turns out he couldn’t tell the difference between the mid-strength and a regular Shiraz, like many of the other dads! The campaign hits screens over the coming months.
Treasury Wine Estates has committed to investing $10 million in research and development in the nolo category, recognising the potential of the category to offer wine lovers more choice while still enjoying great flavour and mouthfeel. But building the nolo category isn’t just about marketing a slightly different wine in the same way, to the same consumers. As an industry leader, Treasury Wine Estates has been working with organisations like the Australian Wine Research Institute in South Australia to develop a trial facility that allows smaller producers to experiment and build their capability in this growing area. Australian wine has 5% market share of the global nolo category, valued at $1.6 billion in 2020 and growing rapidly.
As well as supporting smaller producers to help build the future sustainability of the Australian wine industry, Treasury Wine Estates is also investing in an in-house state-of-the-art low alcohol production facility at its recently upgraded Barossa Valley winery in South Australia.
“Building on our nolo offering with Pepperjack mid-strength shiraz cements our commitment to customers. It’s a wine that stays true to the heritage of Australia’s favourite shiraz, offering a lighter alternative without compromising on taste,” said Peter Neilson, Managing Director of Treasury Premium Brands.
“We’re leveraging our premium winemaking credentials, global reach and diverse portfolio of brands – we’re in a unique position to lead in this growing segment.”
