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Drinkwell spearheads functional alcohol sector with launch of Lean Brew and Traces wines

28/06/2023 – Products / Beverages / Drinkwell / Wine / Lean Brew / Traces / Zero-sugar / Low-carb / UK

Drinkwell spearheads functional alcohol sector with launch of Lean Brew and Traces wines

DrinkWell – the UK’s home of the ‘better choice beverage’ – has cemented its commitment to bringing consumers and wholesalers the widest selection of lifestyle alcohol on the market, with the launch of Lean Brew and Traces red wine. 


At 4.1% ABV and containing just 4g of carbs, zero sugar and just 99 calories per can, Lean Brew is the cleanest beer on the market, with over 35 per cent fewer calories than other IPAs on average. Since its launch, over 10,000 cases of Lean Brew have been sold, highlighting the public’s appetite for a great tasting IPA – one that is also lighter on the waistline. 


Lean Brew was recently awarded Gold at the EU Craft Beer Awards 2023, following its Gold accolade in both 2021 and 2022, validating the IPA as a leader in the market. In addition to the on- and off-trade launch of Lean Brew, DrinkWell also added a red Cinsault wine to its Traces collection, joining the existing zero-sugar Traces Sauvignon Blanc and Rose bottles. 


Traces Wines continue to rapidly grow in popularity and distribution across the UK and Europe, solidifying itself as one of Amazon’s best performing wine brands in 2023. The wine is crafted using Grenache, Sauvignon and Cinsault grapes harvested in the South of France. Moreover, setting Traces apart from anything in the market are both the deployment of innovative methods and an early-ripening process, with pioneering fermentation techniques to guarantee zero sugar, without compromising on flavour. 

Each 125ml serving is 11% ABV, sugar- and carb-free – and at just 78 calories it’s around 20-per-cent lighter than other classic French wines. Each glass of Traces’ clean wine is sustainable, due to the environmentally friendly production initiatives in which the winemaker is engaged. Furthermore, Traces wine is suitable for vegans, coeliacs, and those following a low-carb diet.


For four of the last 12 weeks, Traces has topped the list of Amazon’s best-selling wines, beating cult favourites Whispering Angel and Kylie. 


Following successful direct to consumer launches, both Traces and Lean Brew will be subsequently available with multiple retailers and wholesalers with a phased direct-to-trade launch taking place throughout the rest of the year. 

Lighter drinks that retain quality flavour and alcohol content


Tom Bell, Founder of DrinkWell and innovator in the industry, said that the low-carb beer market in the US is worth over $25bn, yet brewers in the UK are just starting to dip their toes into this lucrative, in-demand sector. “Generally, grocers have been slow to react to this change in demand, so while the low and no alcohol drinks market has grown exponentially over the past 12 months, options are still limited when it comes to lower calorie, carb or sugar beverages,” he advises. 


“Low alcohol options tend to be high in sugar and carbs, but are confusingly marketed as the ‘healthy option’. We’re leading the way for consumers looking for a lighter beer, wine or spirit, while still providing them with the quality flavour and alcohol content they’ve come to know and love,” Drinkwell’s founder continues.


“We’re immensely proud to have been leading the specialised lifestyle wine and beer market for over a decade now, and know that with our world-class innovation and product development we’ll continue to spearhead growth in the sector. Ultimately, it’s all about allowing consumers to make the right decision for them when it comes to their alcohol consumption, and providing an alternative option to the mainstream.”

Latest issue – Vol 1/23
– Health & Nutrition focus
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– Next level legume – The rise of the chickpea
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