Diet empire Weight Watchers is getting into the wine business — kind of. The company just announced a lower-calorie Sauvignon Blanc, called Cense, which has fewer points per glass than the typical vino.
It may seem like a random brand extension, until you see the raw data. Wine is the second most-tracked beverage — coffee being first — according Ryan Nathan, Vice President of Products, Licensing, and Ecommerce at Weight Watchers. So, the company partnered with California producer Truett-Hurst Winery (which makes wines for retailers like Trader Joe’s). The goal was to create a wine that clocked in at three points, rather than the typical four, says Nathan.