An employee holds a bottle of cava at a wine shop in Alella, near Barcelona October 30, 2013. REUTERS/Albert Gea

New Zealand wants to partake in the growing global market for lifestyle wines, described as lesser-alcohol and lower-calorie content. In fact, New Zealand wants to be the world's global top diet wine maker.

In a project dubbed the Lifestyle Wines initiative, the New Zealand government has agreed to pour in $8 million into an overall $17 million undertaking which it will develop together with some of the country's best winemakers.

"If we can produce wine that is lower calorie and lower alcohol volume, that has got to be good for the health and wellbeing of New Zealand consumers and good for exporters," Nathan Guy, Primary Industries Minister, was quoted by TVNZ.

"We're excited by this program in providing the opportunity for further innovation in the wine industry, and the potential to strengthen New Zealand's reputation as a supplier of some of the world's finest wines," Justine Gilliland, MPI primary growth partnership director, was quoted by AAP.

The world's populace is getting more conscious of its eating and lifestyle habits, particularly those from the United States and Britain. Although the market now abounds with low alcohol wines, these, however, have been adulterated with fruit juice. Some even had the alcohol reduced only at the end of the fermentation process.

New Zealand already has its sauvignon blancs and pinot noirs, lighter styles of wine which can already actually fit the distinct taste of the growing health-conscious market.

But "we want to take the research and deliver that full New Zealand wine experience but with lower alcohol and lower calories. We believe it's something that the market wants," Philip Gregan, New Zealand Winegrowers chief executive, told AFP.

New Zealand will purposely create lesser-alcohol and lower-calorie content wines by tweaking certain processes such as grape variety, exposure to sunlight, yeast type and fermentation times.

"It still has to be naturally produced. It's all about the quality," Mr Gregan said, adding New Zealand will endeavour to provide a full suite on the market, including both reds and whites.

"The direct and indirect economic benefits are expected to be around NZ$285 million per year by the end of 2023," Mr Guy said.