Why Alcohol-Free Wine is Growing: Understanding Consumers

Why Alcohol-Free Wine is Growing: Understanding Consumers - Domaine de Brau
Published on 31.10.24

Alcohol-free wine is enjoying spectacular growth. Once relegated to the back of the shelf, it is now establishing itself as a chic alternative sought after by an increasingly diverse clientele. But who are the consumers driving this trend, and why do they choose alcohol-free wine? This article takes a closer look at the profile and motivations of these conscious sobriety enthusiasts, while giving you some pointers on how to better meet their expectations as professionals.

A paradigm shift: who are the consumers of alcohol-free wine?

A paradigm shift: who are the consumers of alcohol-free wine?
1. Millennials and Generation Z: driving the market
These young generations are overturning the codes of alcohol consumption. Millennials (born between 1981 and 1996) and Generation Z (born after 1997) are at the forefront of the conscious sobriety movement. Whereas drinking used to be synonymous with partying and socializing, these generations increasingly value healthier, more balanced lifestyles.

Some 30% of Millennials claim to reduce or avoid their alcohol consumption, according to a study conducted by IFOP in 2023. Non-alcoholic wine enables them to enjoy the pleasures of good food while maintaining a lifestyle in line with their values: well-being, productivity and responsibility.

Adapt your offer by targeting young adults with premium alcohol-free wines. Remember to highlight wines with modern, elegant packaging that speak to this image-conscious generation.

2. Health and Wellness-oriented consumers
With the rise of balanced diets, reducing sugar and calories is becoming a priority for many consumers. Non-alcoholic wine meets this demand perfectly, as it is often lower in calories and has no added sugar. All the more so as alcohol is increasingly perceived as a disruptive element in health and performance-oriented diets.

In 2023, a GlobalData study revealed that almost 50% of consumers are looking for healthier beverages, with fewer calories and less alcohol. Wine industry professionals must therefore adapt to this trend by offering “cleaner” products.

Imagine a customer on a strict diet or training for a competition. Alcohol-free wine becomes the perfect ally for enjoying an aperitif without compromising your goals.

In your points of sale or on your restaurant menus, don’t hesitate to highlight the health benefits of alcohol-free wines, such as their low calorie content or the absence of undesirable effects on the liver or physical fitness.

3. Pregnant women and young parents
Pregnancy and motherhood are times when alcohol consumption is often limited, or even avoided altogether. Yet many women don’t want to give up the pleasure of sharing a glass on special occasions. This makes alcohol-free wine the ideal option for continuing to enjoy the flavors of wine, without the health risks.

Promote alcohol-free wine on special occasions, such as baby showers or birthdays, to reach this customer segment.

4. Responsible Drivers and Consumers
Road safety campaigns and strict legislation on drink-driving are prompting more and more consumers to opt for alcohol-free drinks. Today, there’s no question of sacrificing pleasure to be a responsible driver. Alcohol-free wine allows your customers to enjoy a glass in complete safety, without compromising their ability to drive.

A business dinner where some guests have to leave by car. Alcohol-free wine becomes the perfect alternative for these occasions, combining taste pleasure with responsibility.

Promote alcohol-free wine as a safe and refined option for designated drivers. It can also reinforce your establishment’s positive image in terms of social responsibility.

Why Alcohol-Free Wine is Growing: Understanding Consumers - Domaine de Brau
Why choose alcohol-free wine: consumers' main motivations

1. Mindful Sobriety: A Global Movement
Mindful sobriety, or “mindful drinking”, is a movement that is gaining momentum in many countries. It is no longer just a passing phenomenon but a real underlying trend. More and more consumers are adopting moderate or even abstinent consumption, while continuing to seek authentic taste experiences. Alcohol-free wines, often produced with the same care as traditional wines, fit perfectly into this approach.

The success of “Dry January”, an annual initiative aimed at encouraging consumers to avoid alcohol for the entire month of January, has seen a spike in participation in recent years. Nearly 8 million people in the United Kingdom took part in Dry January in 2023, and France is following the trend.

2. Better Quality of Life
Consuming alcohol-free wine allows many consumers to better manage their work-life balance. Being able to enjoy a glass of wine during the week without feeling any unwanted side effects the next day is a strong argument for this clientele concerned with performance and well-being.

Organize events or tastings around the concept of “well-being” by offering pairings between alcohol-free wine and balanced dishes, or even alcohol-free cocktails for networking evenings.

3. Social Occasions Without Pressure
Finally, many consumers of alcohol-free wine emphasize the fact that they no longer feel the social pressure to drink in order to fit in at festive events. Alcohol-free wine allows them to “play the game” while respecting their own limits. Whether at a wedding, a meeting with friends or even an after-work drink, the opportunities to consume alcohol-free are increasing.

Create special offers for events such as weddings or corporate parties, where alcohol-free wine can be offered as a high-end alternative.

How to respond to this demand as a professional?

1. Offer a Complete Range
As a professional, it is important to offer a complete range of alcohol-free wines: white, rosé, red and sparkling. This allows us to cater to all tastes and occasions.

At Cypher, we offer premium, fresh and fruity alcohol-free wines, each with its own aromatic profile. We have seen a significant increase in demand for our alcohol-free sparkling, white and rosé wines, particularly during the summer months.

2. Highlight the Benefits on the Menu or on the Shelf
Whether you are a wine merchant, restaurant owner or bar manager, make sure to highlight the benefits of alcohol-free wine on your menus and on your shelves. Use labels such as “low calorie”, “alcohol-free” or “low sugar” to attract the right consumers.

3. Host Tasting Events
Tasting events remain an effective way to educate customers and dispel preconceived notions about non-alcoholic wine. Show your customers that non-alcoholic wine can be just as refined and complex as traditional wines.

Want to discover another complementary trend of non-alcoholic wines?
Why Alcohol-Free Wine is Growing: Understanding Consumers - Domaine de Brau
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