After two or three years of effervescence, the world of alcohol-free wine is finally entering a new phase: that of maturity. It’s a time when we stop being naively ecstatic and start building something lasting. And while this transition may seem brutal to some, it’s actually full of promise.
Here are our five predictions for the months ahead:
1. The battle of 0.0% vs. 0.5% is over: it’s time for the sensory experience
Consumers are no longer scrutinising the label to check whether it’s 0.3% or 0.5%. What are they looking for? Whether the product tastes like wine or Tagada strawberries. The real debate begins: de-alcoholising wine, yes, but to deliver what kind of experience? Flavoured or unflavoured: that’s the new criterion.
2. A fragmented market, and all the better for it
The landscape is diversifying at breakneck speed: dealcoholised wine, non-fermented drinks, grape infusions, yuzu-flavoured rosés… It’s a creative Wild West. This effervescence is forcing brands to position themselves clearly: who are they targeting, for what occasion, with what commitments?
3. Format revolution
Cans, resealable 25 cl bottles, individual 37.5 cl bottles… The classic wine codes are being shattered. The priority now is practicality, portability and adapting to new uses. Non-alcoholic wine can be drunk anywhere, at any time, without constraint. And that’s what makes it so modern.
4. Time for consolidation
Growth in supply is outstripping growth in demand. As a result, some brands are going to disappear. Not because the market is collapsing – on the contrary – but because it is becoming more structured. The pioneers are facing up to the big groups. Differentiation is becoming vital.
5. The last vestiges of resistance in the wine world
There are still a few critical voices in the traditional ranks. We still hear: ‘It’s not wine’, or ‘Too sweet, not organic, not environmentally friendly’. But alcohol-free wine has made its mark. It’s too visible, too popular, too organised to be ignored. Scepticism is waning – and giving way to a real dialogue about the future.
Alcohol-free wine is no longer a passing trend. It is becoming a world in its own right, with its own codes, challenges and ambitions. From now on, it’s up to us to structure our networks, build bridges and invent new tasting experiences.
