Fourth Wave Wine – the group responsible for leading wine brands such as Tread Softly, Little Giant, Elephant in the Room, Fram Hand, Plus & Minus, and The Hero – has launched In The Middle, a premium mid-strength wine brand that seeks to cater to the growing proportion of wine consumers looking to moderate their alcohol intake.
The five wine release includes the In the Middle Pinot Noir, Prosecco, Pinot Grigio, Rosé, and Chardonnay, all of which have an abv of between 6% and 7%.
“The mid-strength wine category is going from strength to strength, and In the Middle allows consumers to enjoy a wine at lunch or other occasions with confidence in a lighter choice,” says Fourth Wave Wine’s Marketing Manager Indeya Passfield.
“Working with innovative winemaking techniques to preserve each varietal’s regional characteristic, our In The Middle winemaking team are able to bridge flavour and alcohol and have them meet in the middle, creating five delicious wines that are lighter but with the depth and vibrancy of bigger wines.”
According to the IWSR, wine is still the strongest performer in the low alcohol market, and is expected to continue to increase at a CAGR of +12% annually up to 2027.
All of the In The Middle wines are available nationwide now for $16.
A more detailed overview of the alcohol by volume of each wine is as followed:
Pinot Noir: Alcohol: 6.5%
Prosecco: Alcohol: 6%
Pinot Grigio: Alcohol: 6.5%
Rosé: Alcohol: 6%
Chardonnay: Alcohol: 7%
