TOASTS DON’T CLINK FLUTES? –
Mar. 26, 2026 – Alcohol, once a defining feature of wine, is now being removed by brands large and small, premium and entry level, in response to the growing thirst for no- and low-alcohol wine on the market.
Non-alcoholic beverages overall experienced 22 percent growth year-over-year. For many, switching to a no- or low-alcohol wine, beer, or spirit does not preclude enjoying alcohol on other occasions—about 92 percent of non-alcoholic beverage buyers still purchase alcohol, NIQ reports.
Given this overwhelmingly inclusive approach to beverage consumption, led often by occasion-based preference, many producers no longer see non-alcoholic wine as a threat. This expansionary approach to how wine is defined and consumed is also shaping how no- and low-alcohol products are made.
