Addressing the alcohol middle-ground

Innovating in the Wine Industry: An Interview with Russell Lamb, Co-Founder of 6Percent wine

The origins of 6Percent wine

I had the opportunity to sit down with Russell Lamb, co-founder of 6Percent wine, so we could discuss the journey and inspiration behind the creation of their unique product—low-alcohol, full-flavour wine. It transpires that the idea stemmed from he and his wife's personal motivation to provide more inclusive and varied choices in the wine market, particularly for those who prefer a moderate alcohol content without compromising on taste.

Developing low-alcohol, full-flavour wine

Russ describes how creating a wine that maintains its rich flavour profile while reducing alcohol content posed significant challenges - and that the process behind the development of  6Percent was meticulous. Through extensive experimentation and innovation, the goal was to achieve a balance where the wine's complexity and quality were preserved, even at a lower alcohol level. Not easy to achieve at all. "What we have is a genuinely delicious tasting, full flavour, half the alcohol and half the calories red wine, made using Bordeaux and Merlot grapes", Russ told me proudly. "It's the best of both world kind of no brainer in a way".

The growing market for low-alcohol wines

The market is expanding for low-alcohol and mid-strength wines. Consumers are increasingly seeking beverages that allow them to enjoy the experience of drinking wine without the full effects of higher alcohol content. This trend is particularly noticeable among health-conscious individuals and those who appreciate moderation. There was definitely a space for Russ and his team to 'innovate into' and fulfil a very real consumer need.

Challenges of labelling laws

Navigating the complex landscape of a incredibly limiting labelling laws has been one of the hurdles for 6Percent. They are archaic laws that are lagging behind innovation in the industry - seemingly to the point where innovation itself is stifled and maybe even discouraged. And then of course, these regulations vary significantly across regions, creating challenges in marketing and distribution. Russ emphasised the need for education and a shift in perception within the wine industry to accommodate and recognise low-alcohol options. We both credited Laura Willoughby and her Club Soda, for leading the charge on this front, through her work with the industry to recognise and action reform. 

The value proposition of low-alcohol wines

The value proposition of 6Percent lies in offering a product that delivers on taste and experience while allowing consumers to indulge without overindulging. Lamb discusses how this approach caters to a growing demographic that values enjoyment and sociability, without the desire for high alcohol consumption.

Pioneering efforts and future plans

6% Wine is at the forefront of creating high-quality, low-alcohol wines. Lamb shares their plans for expanding the product range, demonstrating their commitment to innovation and providing diverse options for wine enthusiasts. This pioneering effort reflects a broader movement towards inclusivity and choice in the beverage industry.

The importance of the middle-ground

Addressing the middle ground between zero and full-strength alcohol is crucial. It enables wine drinkers to literally halve their alcohol consumption -  through exactly the same principles as low and no beer, cider and spirits.  This space provides a valuable alternative for consumers who seek moderation without sacrificing the richness of their wine experience. By pioneering in this space 6Percent is doing a lot of the heavy-lifting to set new standards in the industry and prepare the way for others to follow.

Conclusion: inclusivity and choice in the beverage industry

My conversation with Russ underscores the importance of inclusivity and choice in the wine market. By offering high-quality, low-alcohol options, 6Percent caters to a diverse audience and reshapes the landscape of wine consumption. Watch this space for a delicious 6Percent dry white to hit the market by Christmas, followed by a Rose for summer 2025.