Truett-Hurst, Inc.is partnering with Weight Watchers International, Inc. to launch Cense, a Weight Watchers-endorsed line of premium wines.
Cense is currently rolling out nationwide with a Marlborough New Zealand Sauvignon Blanc, available today to consumers online and in select stores beginning in October. Cense Sauvignon Blanc, containing sophisticated and complex aromas of lemon, kiwi and grapefruit, has a Weight Watchers SmartPoints value of three per five-ounce glass serving, as compared to other typical white wines, which usually contain a SmartPoints value of at least four.
“What members appreciate most about Weight Watchers is that they can enjoy the foods and drinks they love while losing weight – and that includes wine. In fact, the second most tracked beverage amongst our members is wine,” said Ryan Nathan, Vice President of Products, Licensing, and Ecommerce at Weight Watchers International. “By working with esteemed winemaker Truett-Hurst to develop Cense, we are not only offering our members wine they can enjoy for fewer points, but we have also created a serious product that addresses the strong consumer demand for a great-tasting wine that is also lower in calories.”
Weight Watchers and Truett-Hurst Winery, a wine company founded in 2007 by two winemaking families with more than 30 years of experience in the industry, formed an exclusive commitment to craft this line of premium, yet affordable wines that are also SmartPoints-friendly.
“To develop Cense, we leveraged an innovative technology that captures the compounds that make up the flavor and aroma of a wine, holding them aside while removing excessive alcohol; this process allows us to reduce both calories and SmartPoints per serving without compromising on taste or bouquet,” said Phil Hurst, Co-Founder, President and CEO of Truett-Hurst, Inc. “After two years of product research and testing with Weight Watchers, we have created a wine that is truly a first of its kind – one that wine lovers will appreciate and enjoy.”
Cense is currently rolling out on store shelves in 35 states across the United States.