As sober-curious consumers embrace moderation, winemakers are innovating with advanced technology to craft sophisticated, full-flavoured wines minus the alcohol. Lindy Hughson speaks to a front runner, New Zealand’s Giesen Group, to uncork the secrets.
The global wine industry is experiencing an interesting shift as the demand for no-alcohol wines continues to rise. Once seen as a niche category, no-alcohol wines are now gaining mainstream acceptance, driven by technology advancements, changing consumer preferences, and a growing focus on moderation and well-being.
The market
In Australasia, New Zealand has been at the forefront of the no-and low-alcohol (NOLO) wine trend. The country’s seven-year NZ Lighter Wines research programme, a $16-million joint venture between the government, NZ Winegrowers, and multiple wineries, laid the groundwork for the success of this category. The initiative, which kicked off in 2014, resulted in proprietary production knowledge, marketing insights, and a new wave of lighter and alcohol-free wines.
Brands such as Giesen 0.0%, Kim Crawford Illuminate, Brancott Estate Flight, Stoneleigh Lighter, and The Doctors’ have emerged as leaders in the segment. These products are reported to be performing well in markets like Australia, the USA, and the UK, tapping into the ‘better for you’ consumer movement. No-alcohol line extensions are proving particularly successful, often contributing 10-15 per cent of a master brand’s total sales, according to market leader Giesen Group.
The costs
When it comes to pricing, no-alcohol wines usually cost as much as traditional wines, though they can sometimes be slightly more expensive. Several factors influence pricing, including the use of specialist technology that is not typically part of conventional winemaking.
Richard O’Brien, sales and marketing director at Giesen Group, explains: “We produce the wine in the same way as a full-strength wine before it undergoes the de-alcoholisation process.
“The extra time and cost of running the wine through specialist technology, combined with the premium base wine selection and smaller-scale production, contribute to the overall price.”
The labelling can also be specialised depending on the market, which can add to the cost. Despite these factors, O’Brien contends that no-alcohol wines remain competitively priced for the high-quality experience they deliver.
The process
No-alcohol wines begin as traditional wines, following the same winemaking process before undergoing a delicate alcohol removal step. This crucial phase ensures that the wine retains as much of its original character as possible while reducing the alcohol content to near zero.
There are multiple methods used to remove alcohol, but vacuum distillation is a preferred technique at Giesen Group. This method allows for alcohol removal at a much lower temperature, preserving the integrity, flavour, and aroma of the wine.
Spinning cone technology has further improved the process by allowing winemakers to extract volatile aroma compounds before removing alcohol, then reintroducing them afterwards, ensuring the final product retains its sensory appeal. For Giesen, de-alcoholised wines made with spinning cone often represent the best examples available in the market today.
Source: Giesen Group
Removing alcohol, however, does alter the wine’s profile, as Giesen Group tells Food & Drink Business. Alcohol has a natural perceived sweetness, which contributes weight to the mid-palate of a wine. When it’s removed, the wine will always look lighter, and often taste drier, which can make the acidity appear more pronounced. To balance this, many no-alcohol wines contain a slight natural sweetness to enhance the mouthfeel without becoming overpowering.
According to Giesen Group, certain grape varieties lend themselves better to de-alcoholisation. New Zealand Sauvignon Blanc, known for its intense aromatics, remains a popular choice, as it retains its signature character even after alcohol removal. For reds, varietals with soft, ripe tannins, such as Merlot and Shiraz, tend to perform well.
The technology
Technological advancements have played a crucial role in improving the quality of no-alcohol wines. The spinning cone technology, already mentioned, has been a game-changer, allowing for precise alcohol removal while maintaining flavour and aroma. Winemakers now have a deeper understanding of how different wine styles respond to de-alcoholisation, enabling them to produce increasingly refined and complex no-alcohol offerings.
Selecting high-quality base wines is another essential factor, according to Geisen Group, which says it only chooses premium wines for the de-alcoholisation process, ensuring that the final product maintains depth, balance, and varietal character. This commitment to quality is echoed by other brands, and combined with innovative techniques, is elevating no-alcohol wines to a level that rivals traditional options.
The consumer
The growing demand for no-alcohol wines is driven by shifting consumer behaviours. With moderation à la mode, many wine drinkers are seeking alternatives that allow them to enjoy the wine experience without the effects of alcohol. Interestingly, according to Giesen, 80 per cent of NOLO consumers also purchase traditional wines, indicating that no-alcohol wines are complementing rather than replacing full-strength options.
Millennials are the largest consumer group in ANZ’s no-alcohol wine market, with many adopting a ‘blended’ drinking pattern, alternating between alcoholic and non-alcoholic options within the same occasion. This trend, known as ‘Zebra Striping’, highlights how no-alcohol wines are seamlessly integrating into the broader wine landscape.
One of the biggest challenges facing the category has been overcoming consumer skepticism about the quality of no-alcohol wines. However, advancements in production technology and increased investment in consumer education are helping reshape perceptions. Winemakers are leveraging product trials, influencer partnerships, and educational campaigns to showcase the sophisticated, well-balanced options now available.
The opportunity
The shift towards moderation is driven by a more health-conscious society. “Consumers are increasingly aware of how alcohol impacts overall well-being,” says O’Brien. “The demand is also fuelled by better-quality no-alcohol wines, allowing consumers to enjoy wine experiences without the alcohol content.”
Demographic trends further support this growth. “Over 90 per cent of no-alcohol wine consumers are already wine drinkers,” O’Brien explains. “Once they try no-alcohol wine, they often integrate it into their drinking repertoire, using it to complement different occasions and lifestyles.”
The outlook
Looking ahead, the no-alcohol wine market is expected to continue its upward trajectory.
“Continued growth is inevitable as consumers embrace no-alcohol wines for new drinking occasions that fit their evolving lifestyles,” O’Brien predicts.
“As quality improves and awareness grows, no-alcohol wine will become a permanent and mainstream segment within the wine and wider beverage industries.”
As one embracing the sober-curious movement myself, I’ll raise a glass to that.
