JMB Beverages walked away with the winners trophy in the Non-Alcoholic Beverages category, sponsored by Tronics, for Edenvale non-alcoholic wines.
Edenvale is the first Australian de-alcoholised wine to achieve national distribution in Australian supermarkets, and is the only varietal dealcoholised wine sold on the supermarket shelves in Australia.
Edenvale begins life as alcoholic wine but the alcohol is then removed to a level less than 0.5% - the global standard to classify the product as non-intoxicating.
Judges praised the processing and innovation in removing the alcohol from the wine without disturbing its fine taste and the natural nutritional benefits of wine, such as the antioxidant levels in both the Shiraz and Rose.
JMB director Jarrod Myles was “excited, delighted” to receive the award at the ceremony, saying he was “thrilled to be involved” with the awards.
“There is nothing in that category that is a sophisticated healthy alternative to sweet juices and fruit juices so for those consumers who are choosing not to drink alcohol for whatever reason that might be, Edenvale is allowing people to engage in a social environment with a sophisticated beverage,” he said when asked what it was that had brought them victory.
The brand is new to the market place and already has a 16% value share in category, Myles said.
There has also been international interest and the company expects the range to become an internationally recognised brand.
The next twelve months will see enhancement of Edenvale’s packaging and the launch of some initiatives based on the taste profile of the product.