Australia first in world to launch SJP’s new lower alc range

March 30, 2022
By Ioni Doherty

AVL Wines has partnered with Coles Liquor and Invivo to launch Sarah Jessica Parker’s new range of lower alcohol wines in Australia before anywhere else in the world.

The Sevenly range has 7 per cent alcohol, and includes a Sauvignon Blanc, Rosé, Red Blend and Prosecco varietal. First to market globally, the varietals will launch in Liquorland and First Choice Liquor Market stores on April 1.

As the co-founder of Sevenly, Ms Parker was involved in the creation of the new collection, from tasting to label design. A commitment to sustainability was also important with all wines are produced at an Australian winerythat sources 100 per cent of its energy from solar and wind power.

“It’s been an interesting process led by my winery partners at Invivo to create wines that have less alcohol but still a great deal of flavour and mouthfeel to them, which is important to us,” said Ms Parker.

AVL Wines, one of Australia’s leading wine producers with a range of great brands including Tempus Two, has been perfecting the technique for crafting full flavoured low alcohol wines for some time and is now recognised as a global leader.    

Craig Garvin, AVL Wines CEO says, “We pride ourselves on the quality of our wines. We believe our winemakers are some of the best in the world and when combined with our advanced technology, the product speaks for itself. We are thrilled to be working with Sarah Jessica and to build on our great relationship with Invivo.”

There continues to be a strong demand for low-no-alcohol products amongst Australian consumers with many brands recognising the trend. The launch comes as the rise of the emerging “Better for you” category continues to grow in popularity around the world: with 31% growth of low/no alcohol wine sales are forecasted by 2024 (IWSR 2021).

“We know our customers are interested in low and no alcohol alternatives and are enjoying shopping within the dedicated areas we have created in store” Coles Liquor General Manager Merchandise, Brad Gorman said. 

“We are continuing to expand our low-alcohol offering for our Liquorland and First Choice Liquor Market customers, and know they will enjoy the quality of the new Sevenly range.”

“Following the promising start of Invivo X, SJP, the brand is now set to launch its new range of wines into the Australian market. Working with AVL Wines and Coles Liquor to launch Sevenly in Australia has been positive, the team there are leaders and innovators in the lower alcohol space”, says Tim Lightbourne, Co-founder of Invivo.

He adds “It’s been crucial to get Sarah Jessica’s input into Sevenly throughout the process as she really represents the tastes of our customers and what they look for in our wines. Rob, Sarah Jessica and I are proud to bring Sevenly to market, we believe it’s one of the best lower alcohol ranges out there thanks to the advanced technology from AVL and the team’s expertise– it really stands up to its full-strength counterparts in terms of taste and structure.”

Ahead of launching, the Sevenly Sauvignon Blanc 2021 has already achieved a score of 93 and the Sevenly Prosecco, a score of 94[1], a testament to the quality of the range.

The Sevenly range will be available at Liquorland and First Choice Liquor Market stores nationwide from April 1 with an RRP of $20.

Photograph by Babiche Martens.

[1] Wine orbit  

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