Elton John breaks into drinks sector with 0% blanc de blancs

Called Elton John Zero Blanc de Blancs – a reference to the drink’s pure Chardonnay base, and its position as an alcohol-free alternative to Champagne – the product is launching now in the UK with a shelf presence at Sainsbury’s, priced at £10.

Made using grapes from northern Italy, it is crafted in Germany – which has become the home for high-quality no-alcohol wine.

As for sales and distribution, that is being handled by celebrity wine heavyweight Paul Schaafsma of Benchmark Drinks, the man helping famous figures charge up the drinks charts, from pop star Kylie Minogue to Take That frontman Gary Barlow.

Fermented but not de-alcoholised

While most 0% products are created by taking a normal-strength wine and then removing the alcohol, Elton John Zero Blanc de Blancs is made as a 0% ‘wine’ from the outset by fermenting grapes with ‘good’ bacteria that don’t produce any alcohol.

While the zero-ABV sparkling drink is made primarily using cool-climate Chardonnay from northern Italy, it also incorporates a variety of ingredients, including green tea extract to add a touch of fine tannin, before it is gently saturated with CO2 to give it a fine and persistent fizz.

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