(TheAge) - Treasury Wine Estates has re-entered the flourishing low-calorie wine market in the United States, launching three slim wine brands endorsed by a celebrity nutritionist to target the estimated one in five Americans on a diet.

Sourcing grapes from its northern Californian vineyards to produce a wine that contains up to one-third fewer calories than standard wines, Treasury Wine Estate's new Skinny Vine label has reportedly sold 100,000 cases since its launch in January.

It is seeking to break into a multibillion-dollar market segment typically populated by women who enjoy a drink but are watching their weight.

The theme is also being explored by other divisions within the Treasury Wine Estates group - the former global wine arm of brewer Foster's.