FOR IMMEDIATE RELEASE – Oregon City, Oregon (November 7, 2022) – Loosen Bros., the German producer behind the best-selling Dr. L Riesling (currently the number one Super-Premium German Riesling in the US), has just released a line of alcohol-removed Rieslings through its American importer, Loosen Bros. USA. Called Dr. Lo, the new brand’s two wines – Dr. Lo Alcohol-Removed Riesling and Dr. Lo Alcohol-Removed Riesling with Bubbles– both capture the vibrant character of Riesling from Germany’s Mosel valley, only without the alcohol. The Dr. Lo wines debuted in Europe earlier this year, and were officially launched in the US in September 2022.
Why Alcohol-Removed?
Because today’s consumers are shifting their lifestyle choices to healthier and more sustainably produced products, alcohol-removed wine has become a rapidly growing market segment to meet this new demand. Between 2019 and 2027, the Alcohol-Removed beverage sector is predicted to record a compound annual growth rate of 7%, as consumers seek to moderate their total alcohol consumption. Non-alcoholic wine sales are up 22% (over the 52-week period ending Sept. 30, 22) with average consumer spending per non-alcoholic bottle up 18% during the same period, according to NielsenIQ. Furthermore, younger consumers appear to be driving the low- and no-alcohol movement, with 66% of Millennials actively working to lower their alcohol intake.
“I must admit I did not get into the wine business to turn around and take the alcohol out, but I have never been afraid of innovation or pushing the envelope,” says Ernst Loosen, owner of Loosen Bros. “If I get involved in something I want it to be authentic, and that is why we are just focusing on Riesling. I am extremely pleased with Dr. Lo, and I hope our efforts can increase awareness that this category has some premium options.”
The suggested retail price for Dr. Lo Alcohol-Removed Riesling is $22; for the Dr. Lo Alcohol-Removed Riesling with Bubbles, it is $25. Dr. Lo is imported solely by Loosen Bros. USA
For more information about Loosen Bros. and the Dr. Lo line of Alcohol-Removed Rieslings, including samples, please contact Kirk Wille, President of Loosen Bros. USA (kirk.wille@drloosen.com).
ABOUT LOOSEN BROS. (Gebrüder Loosen)
The Dr. Lo Alcohol-Removed Rieslings come from the experienced hands of brothers Ernst and Thomas Loosen. Together, the brothers work with small growers throughout the Mosel region to source fruit for the Dr. L and Dr. Lo range of wines, which are vinified by the same highly skilled cellar team that produces the Dr. Loosen estate wines.
ABOUT LOOSEN BROS. USA
Loosen Bros. USA is a fine wine importer owned by Ernst Loosen and headquartered near Portland, Oregon. They represent winemakers and estates from around the world who are at the pinnacle of their respective regions, with a primary focus on Riesling and Pinot Noir. Loosen Bros. USA dedicates themselves to selecting wines that have a genuine sense of both place and character, and it is their ongoing mission to build the reputation of each producer by strengthening their distributor partnerships and market presence in the United States. Loosen Bros. USA has been recognized as an “Importer of the Year” by Wine & Spirits Magazine, in 2022 and 2020.
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