Non-alcoholic wines are here to stay Not just for Gen Z: more and more people prefer dealcoholized wine to traditional wine
The data confirms what has been perceived for some time: non-alcoholic wines, the so-called dealcoholized wines, are no longer an experiment but a trend set to consolidate. Their growth is not limited to international markets: even Italy, the guardian of a centuries-old winemaking tradition and notoriously resistant to change, has had to adapt. Since December 27, 2024, it has been possible to produce in our country wines with an alcohol content below 0.5%, as well as low-alcohol bottles, below the legal minimum threshold of 8.5% or 9% vol.
This openness did not come out of nowhere but is part of an already rapidly transforming international framework. The proximity of our country to states like Slovenia, Germany, and Austria (regions gaining significant influence in the wine landscape) and the recent approval in France have made alignment inevitable. Standing still would have meant losing ground in a rapidly changing market. Additionally, there is a new social perception: the teetotaler is no longer seen as a marginal figure but as a consumer making conscious and modern choices.
But who likes non-alcoholic wine?
In a world where many things seem to be going backwards, can I give a little shout out to the quiet revolution of non-alcoholic drinks.
— Laura McInerney (@miss_mcinerney) March 27, 2024
That our house is now stocked with 0% beers and wines, & they’re available most places is a genuine delight and easy to take for granted.
While the regulatory context has opened doors, it is primarily young people driving demand. A study by Federvini with TradeLab shows that the 23–34 age group is highly receptive to these innovations: “although the percentage of people who have already tried these beverages is still low (8%), 43% express an intention to consume them, while 66% are already aware of the existence of dealcoholized and low-alcohol products.” Growth forecasts confirm the trend: according to Fact.MR, the global market will grow from the current $2.84 billion to $7.6 billion by 2035, with an annual growth rate of 10.4%.
The picture does not change when looking abroad. A Nomisma survey conducted among young people aged 23 to 35 in the United States, United Kingdom, Germany, France, and Spain shows that 72% have already tried low-alcohol wines, and 58% have tried dealcoholized wines in the past year. More than a quarter of respondents, 26%, prefer light or completely alcohol-free solutions. The motivations behind these choices are not only curiosity (45%) but also the desire to change lifestyle (39%) and the wish to limit alcohol consumption without giving up the pleasure of a glass (31%).
Does non-alcoholic necessarily mean good?
@thezeroproof “Non-alcoholic wine… Isn’t that just grape juice?” Complex Dealcoholization Process: Dealcoholization is the method of removing alcohol from wine while preserving its flavors and aromas. Unlike grape juice, this involves maintaining the essence of traditional wine. Master Sommeliers Collaboration, Premium Ingredients, and a Sophisticated Flavor Profile contribute to non-alcoholic wines that mirror the complexity and depth of traditional wines. How Does Dealcoholization Work? * Aging in Oak Barrels: The wine is aged in oak barrels to develop its complex flavors and aromas. * Gentle Alcohol Removal: The alcohol is gently removed through advanced techniques, such as vacuum distillation or reverse osmosis, ensuring the wine retains its structure and complexity. * Re-Balancing: The wine is carefully re-balanced to maintain its rich flavor profile and mouthfeel. #winemaker #sommelier #history #nonalcoholic #sobercurious #ceo #founderstory Yellow Town - Dmitriy Sadovoi
Yet, the rapid spread of this phenomenon is not without contradictions. On one hand, commercial opportunities are multiplying—in European capitals, there are already “wine shops” entirely dedicated to alcohol-free products, from beers to kombucha—on the other hand, challenges related to production processes are emerging. As experts point out, “[the] dealcoholization process reduces production because at least 15% of the wine’s volume is removed. This drastic reduction in yield, especially in hillside vineyards that already have low productivity, will lead to very high prices for zero-alcohol wines. [...] If wines are produced without alcohol, frankly heavily manipulated from a technical standpoint (unless supporters of this category want to claim that osmosis is a ‘natural’ practice), what importance will their supposed connection to terroir have?” Additionally, there is an environmental issue: the process is costly, energy-intensive, and relies on techniques already known in the 1990s, such as reverse osmosis, which is now used to remove alcohol instead of concentrating must.
The paradox is evident: producing a wine only to strip it of what defines it, while generating emissions in the process, risks being counterproductive in an era that demands drastic CO₂ reductions. However, the phenomenon can no longer be dismissed as a fad and appears to be irreversible. Demand is growing, markets are responding, and companies are adapting, but unresolved issues remain, intersecting economics, the environment, and wine culture. Whether no/lo (no and low) wines will truly convince the most demanding consumers or remain confined to a functional niche is still too early to say. One thing, however, seems clear: the glass of the future, whether we like it or not, will contain a lighter wine.
