Consumers simply want to know what they are consuming. They suspect part of the hard seltzer's appeal is because the cans clearly boast 5 percent alcohol by volume and 100 calories, and that some consumers like that sense of transparency-most wines' alcohol percentages are practically hidden in small fonts on labels, and calories are typically not listed. Scheid and other BFY vintners take inspiration from an unlikely source: White Claw. For the most part they fared well-with an average alcohol of 10 percent, they were light-bodied and direct, but offered fresh and aromatic flavors. We took a look at BFY wines and put 25 of them into blind tastings in our Napa office among their BFY peers and other, non-BFY wines. Other beverages, including beer and spirits, are moving into low- and no-calorie options. Everything from detergent to yogurt has offerings that suggest they are a healthier option. She adds that other products have brands that are marketed with a "better for you" vibe. "I think wine as a category just hasn't been that interested in meeting consumers where they are," says Scheid. Low-calorie wines have historically been marketed toward women and focused on body image, but the current BFY wines have a different vibe: They’re about offering healthier alternatives. And, while many BFY brands proudly state they have no added sugar, it's actually illegal to add sugar into table wines in some winegrowing regions, including California. Most table wines are between 11 to 14 percent alcohol and have 120 to 130 calories per glass, according to the U.S. They’re not dramatically different from many wines. What defines these wines as BFY is their marketing. In the case of Sunny with a Chance of Flowers, the wine is marketed as sustainably grown, with no added sugar, 85 calories per 5-ounce glass and 9 percent alcohol. There's no legal or agreed-upon definition of wines in this category, but they’re generally lower in alcohol, sugar and calories and and stress sustainability and/or transparency in ingredient labeling. Scheid created the brand Sunny with a Chance of Flowers, joining the growing ranks of brands marketing themselves as "Better for You" (BFY). "But I also like to get up early, exercise and get a lot accomplished." For her, drinking a few glasses of wine at night isn't conducive to waking up at the crack of dawn the next day, and limiting herself to a single glass of wine makes her feel deprived. "Wine is just a part of everyday living, the perfect way to segue from a busy schedule to a relaxed evening," says Scheid, who is the executive vice president of Scheid Family Wines in Monterey, Calif. Heidi Scheid enjoys a glass of wine every night.
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