Ropemaker, subsidiary of the InVivo group, union of agricultural cooperatives, pre-empts the low-alcohol wine segment with its new Low Matter What brand, aimed at young adults.
A leading player in alcohol-free wine for over 30 years thanks to its Bonne Nouvelle brand, which holds 65% of the market share in France, Cordier completes its nolow drinks portfolio by launching into the booming category of the new generation of low-alcohol and low-calorie wines, but rich in taste. Low Matter What, these are wines with 6% alcohol, which contain only 40 kcal in a 10 cl glass, compared to 79 kcal in a glass of classic 13% wine. The brand is included in the Partially Dealcoholized Wine category. The range is made up of three single-varietal references. Three white and rosé wines, light and fresh, fruity and tasty wines : a 100% chardonnay white, a 100% syrah rosé and a 100% chardonnay sparkling wine. With a supply of wines from France, the range has international VLABEL certification, first global label for vegan and vegetarian products. Alternative to beer, Low Matter What is aimed at young consumers, millennials and generation Z, aged 18 to 35, who aspire to moderate alcohol consumption. This new range has been launched in France since January in mass distribution channels., catering and wine merchants, as well as export.
New wines, new language
Low Matter What is a name that takes on a new language. English word game with no matter what, because whatever the time of consumption, it doesn't matter whether you want to drink alcohol or not, it is possible to reconcile pleasure and responsibility. This word mark, identity and recognizable, was designed by the branding agency Lonsdale. Low Matter What is also modern packaging, refined and avant-garde. Drawn by independent illustrator artist Marie-Eva Peltier, the labels use the codes of craft beers and spirits, with the strong brand name and the “6°” degree as the main reading keys of the products.
Young people, privileged target of nolow
The nolow category has been booming for several years. It was growing by 7% in volume in 2022 globally. A trend which can be explained by the evolution of consumption, and particularly that of young people, who reduce their alcohol consumption overall without stopping it completely. They seek to treat themselves with drinks with fewer calories and less alcohol. Non-alcoholic or low-alcohol drinks are a solution for these new users.
