Low Alcohol Wine at wine2wine Business Forum: Trends, Technologies and Opportunities

The session on low alcohol and zero alcohol wine trends at wine2wine Business Forum, chaired by Margherita Tovo, offered an in-depth look at the current and future landscape of this rapidly expanding category in the wine sector. The content is now accessible in online podcast format, reserved exclusively for Vinitaly Plus users.

Emerging markets: Germany in first place

During the session, Margherita Tovo explored the consumption trends and opportunities that have driven the development of this category, focusing on the German market as a reference model. In Germany, low alcohol and zero alcohol wine has experienced significant growth, becoming the first market for alcohol-free wines in Europe. With an annual growth rate of 8% in non-alcoholic wine consumption, the German market was mainly driven by sparkling and table wines. German consumers' interest in this category has been spurred on by increased health awareness and the desire for lighter options, without compromising on taste and quality. Research conducted by Heilbronn University has identified several reasons that push people to opt for non-alcoholic alternatives: the need to drive, work commitments the following day, curiosity and a significant percentage for religious reasons.

Furthermore, the use of cutting-edge technologies, such as vacuum dealcoholization, has allowed German producers to maintain the integrity and character of the wine during the alcohol removal process. These developments reflect a cultural shift and growing acceptance of low alcohol and zero alcohol wine as a viable alternative to traditional wine, pushing producers to innovate and adapt their practices to meet market demand.

Low alcohol wine: the situation in Italy

In Italy, the situation of low alcohol and zero alcohol wine is evolving, with legislative efforts aimed at allowing the correct production and labeling of such products. However, the regulatory compliance process remains complex, especially considering the emphasis placed on product quality and integrity. Despite the challenges, there is growing interest from Italian producers in providing low-alcohol, or zero-alcohol, wine options to meet the needs of consumers who are conscious of health and moderation in alcohol intake. Italy, renowned for its wine culture and winemaking tradition, could become a key market for low alcohol and zero alcohol wine, once current regulatory and logistical barriers are overcome.

Margherita Tovo

Margherita Tovo is Global Brand Manager of Doppio Passo, responsible for the international strategy of the brand, with a particular interest in the German market where the brand has established itself as a leader. Prior to this, she gained experience in strategic marketing for Italian brands in England.