What’s working in mid-strength wine

A new category of lower-alcohol wines under 9% ABV is gaining traction in the UK, with celebrity-backed products like Kylie Minogue's Petite Rosé (7% ABV) becoming bestsellers in major supermarkets. Retailers like Sainsbury's are now dedicating shelf space to these 'mid-strength' wines, and major brands including 19 Crimes and Casillero del Diablo have launched their own versions. However, industry insiders suggest consumers are drawn more to celebrity endorsements and lifestyle positioning than to the alcohol level itself, even if they appreciate the lower ABV as an added benefit.