Double the sales of lighter alcohol wine and reduce the average alcohol content (ABV) of own brand wine and beer.

Our progress so far

  • We offer a number of ownbrand wines under 10.5 per cent alcohol by volume (ABV), driving a 32 per cent increase in lighter alcohol wines sold since 2010
  • Relaunched our Taste the Difference Conegliano Prosecco with an ABV reduced from 11 per cent to 10.5 per cent, stripping over 1 million units from our customers’ baskets per annum
  • Launched calorie labelling on 20 own-brand wines in February 2014, which will be fully rolled out across all own-brand wines, beers and spirits by May 2016
  • Our clearer approach to ABV labelling, which already appears on 200 own-brand wines, will be fully rolled out by the end of 2015
  • Partners in 24 Community Alcohol Partnerships (CAP) to encourage and divert young people away from drinking alcohol irresponsibly