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‘In vino veritas’, the old Latin saying that most of us have probably heard at least once, seems increasingly to be evolving into ‘in vino veritas, in aqua sanitas’ (in wine there is truth, in water there is good sense). Indeed, there is a marked decline in the consumption of alcoholic beverages, particularly among the newer generations, from the well-known Millennials and Generation Z onwards.
The history of alcohol consumption stretches back nearly 7,000 years, with evidence drawn from several ancient cultures. The earliest known chemical evidence of alcohol comes from pottery fragments unearthed at Jiahu, in northern China. The beverage, produced from fermented rice, honey, and fruits, is considered one of the earliest forms of alcohol. Evidence of early wine production has also been discovered in a Neolithic village in present-day Iran.
The ancient Egyptians were among the first to brew beer. In ancient Mesopotamia, beer was a staple in the daily diet and played a central role in religious and social activities. The ancient Greeks and Romans were renowned for their production and consumption of wine. It was the Romans who subsequently popularised wine across Europe.
Wine is frequently mentioned in ancient religious texts, including the Bible, and has been a part of religious rituals ever since.
Alcohol has been intrinsically linked with human civilisation for millennia. Beer is the most consumed alcoholic beverage globally, accounting for approximately 38 per cent of worldwide alcohol consumption. It is affordable, has a relatively low alcohol content, and has some nutritional value.
The leading beer-consuming countries include China, the United States, and Brazil. On the European continent, the Czech Republic has the highest per capita consumption of beer, with 136 litres, followed by Austria with 102 litres (Source: Statista).
However, in Europe, the most consumed alcoholic beverage is wine, particularly in countries such as France, Italy, and Spain, which are also some of the world’s largest wine producers. In parts of Eastern and Central Europe, spirits are more commonly consumed, whereas in Northern Europe, beer remains the most popular choice.
Europe is home to some of the largest wine-producing regions in the world. Spain has the widest area of land dedicated to vineyards, even though its overall production volume is slightly lower than that of Italy or France. Italy is the biggest wine producer in Europe and the world, with famous regions such as Tuscany (Chianti), Veneto (Prosecco), and Piedmont (Barolo), producing around 50 million hectolitres each year.
France comes a close second, with some of the world’s most prestigious wine regions, including Bordeaux, Burgundy, and Champagne. These three countries alone account for the majority of Europe’s and a significant portion of the world’s wine production.
However, in recent years the demand for non-alcoholic wines has been steadily growing worldwide, driven by a variety of factors related to changing lifestyle choices, increased health awareness, and evolving social trends.
The United States is one of the largest and fastest-growing markets for non-alcoholic wines. Health-conscious consumers, alongside a rising interest in the ‘sober curious’ movement, where individuals consciously choose to reduce or eliminate alcohol without fully abstaining, are driving this trend. Millennials and Generation Z, in particular, are opting for alcohol-free beverages more frequently, and this demographic shift is fuelling growth in the market.
Australia’s non-alcoholic wine demand is driven by an increased focus on health, as well as campaigns encouraging the reduction of alcohol consumption. In the Middle East, where many countries have strict regulations on alcohol due to religious and cultural beliefs, non-alcoholic wine is becoming very popular among consumers looking for alternatives to traditional alcoholic beverages.
On our continent, the United Kingdom and Germany have particularly witnessed a significant surge in non-alcoholic wine consumption. The UK, known for its vibrant wine culture, is seeing increased demand for low and no-alcohol alternatives due to growing awareness of health benefits. Germany, a country with a well-established and strong relation to beer and non-alcoholic beer, is likewise increasingly embracing non-alcoholic wine.
Consumers are reducing their alcohol intake due to concerns over its negative effects on health. Many people are also turning to lower-calorie, lower-sugar alternatives but are unwilling to compromise on taste or the social aspect of drinking. There is now a growing social acceptance of people choosing alcohol-free drinks on different occasions. Non-alcoholic wines offer a way to participate in various social events, but without the after-effects of alcohol.
Over decades of research, new production techniques have significantly improved the taste and quality of non-alcoholic wines. Modern de-alcoholisation methods, such as vacuum distillation and reverse osmosis, retain most of the flavours and aromas of traditional wines that consumers are seeking.
In regions such as the Middle East or some African countries, where there are alcohol restrictions due to religious, cultural, or legal reasons, non-alcoholic wine provides a widely attractive option. As more people focus on preserving mental health and achieving a more balanced lifestyle, reducing alcohol consumption has become part of a larger trend towards living more mindfully.
Non-alcoholic beverages, particularly non-alcoholic beer and wine, are often considered healthier alternatives to their alcoholic counterparts. They are generally also lower in calories; a regular glass of wine or beer can contain from 100 to 250 calories, while non-alcoholic similar versions tend to have significantly fewer.
They often contain less sugar while avoiding the negative health impacts associated with alcohol, such as liver damage, heart disease, or an increased risk of developing cancers. It is now believed that regular alcohol intake can negatively affect mental health, leading to anxiety, depression, or disrupted sleep.
Non-alcoholic beverages do not impair cognitive or motor functions, making them a safe choice for ‘drink-driving’, and they also do not carry the risk of developing addiction or dependency. Meanwhile, people trying to reduce or quit alcohol can still enjoy the taste and experience of wine or beer without risking a relapse.
Non-alcoholic beer can aid hydration, too, while alcoholic beverages are known to have a diuretic effect. Non-alcoholic beer contains minerals like potassium and magnesium, which help maintain proper electrolyte balance, especially after intense physical activity. Non-alcoholic wine retains some of the beneficial compounds found in the regular drink, such as resveratrol, which is an antioxidant linked to better heart health.
Non-alcoholic beverages do not cause hangovers, which are often a result of dehydration and the toxic by-products of alcohol metabolism. They are also a safer choice for pregnant women or people taking medication that is incompatible with alcohol.
While the quality of non-alcoholic beverages has greatly improved, some people still find them less tempting in terms of flavour or taste.
As mentioned earlier, millennials (born roughly between 1981 and 1996) and Generation Z (born between 1997 and 2012) are both driving the movement towards non-alcoholic options because they place a higher emphasis on well-being, are more likely to prioritise healthy lifestyles, and are more open to trying new things, encouraged also by the increasing influence of social media trends.
They are equally less likely to associate heavy drinking with status or success, compared to previous generations. Meanwhile, non-alcoholic beverages are often marketed as sophisticated and premium products, making them attractive to a young audience.
These younger generations are more environmentally and ethically conscious. That is why many non-alcoholic beverage producers promote their products as being more sustainable or eco-friendly, aligning perfectly with their customers’ values.
Slowly but surely, social norms around drinking are shifting. Recent surveys show that each younger generation is drinking less alcohol compared to the previous one at the same age. For example, studies have shown that Generation Z is 20 percent less likely than millennials to drink alcohol.
Sober bars are rising in popularity, with ‘mocktails’ and other alcohol-free drinks on their daily menus. Traditionally, when the holiday season approaches, consumers stock up on food and drinks for parties and events with loved ones. In recent years, many wine and beverage companies have noticed a surprising change in consumer habits, namely a major increase in non-alcoholic beverage sales during the holidays.
At the same time, movements like ‘Sober October’, meant to prepare the body before the frequent excesses during the winter holidays, are increasingly fashionable, directing consumers towards non-alcoholic products. Naturally, ‘Dry January’, which takes place immediately after the end-of-year parties, is a natural continuation of this trend, perhaps having a direct connection with the traditional New Year’s resolutions, when people set all kinds of goals and targets for the following year.
Many people thus want to start the new year on a healthy note, and non-alcoholic drinks offer them the right and available alternative. Believe it or not, today we can buy almost any kind of alcoholic drink in its non-alcoholic variety, from beer and wine to gin and whisky.
The alcohol-free wine market is smaller compared to non-alcoholic beer, at around 2.1 billion USD in 2023, but it is growing at a similar pace. Roughly 200 million litres of non-alcoholic wine are sold each year, with Europe and North America as the leading markets. The non-alcoholic wine market in Europe has been growing rapidly, with several well-known brands setting the trend and offering a wide variety of alcohol-free wines, including red, white, sparkling, and rosé.
One of the well-established wine producers in Spain, Torres is a renowned brand for both alcoholic and non-alcoholic wines. ‘Natureo’ is one of the most popular non-alcoholic wine lines in Europe, while Codorníu offers a range of non-alcoholic sparkling wines, already recognised for their excellent quality, using traditional cava-making methods before the alcohol is removed.
Lussory Premium is another Spanish brand specialising in premium non-alcoholic wines, with their Tempranillo and Chardonnay varieties being particularly popular among European consumers. Lussory wines are halal-certified, which adds to their appeal in regions with such strict requirements.
Sinzero, also Spanish, has gained popularity for its focus on high quality, using innovative techniques that maintain the aromas and flavours of the original wines, while removing the alcohol.
The German brand Carl Jung, widely available across Europe, is one of the pioneers in the non-alcoholic wine industry, having developed a patented de-alcoholisation process in the early 20th century. A top German winemaker from the Rheingau region, Leitz produces some of the most highly regarded non-alcoholic wines in Europe. Their ‘Eins-Zwei-Zero’ range includes non-alcoholic Riesling, rosé, and sparkling wines, all known for retaining the aromatic profile of the regular versions.
Based in the famous Languedoc region of France, Pierre Chavin is a producer of high-end non-alcoholic wines, particularly known for its attention to detail and high quality.
The ‘Perle’ line offers sophisticated non-alcoholic sparkling wines produced following closely the same methods as those used for traditional sparkling wines.
Vintense is a Belgian brand that focuses exclusively on non-alcoholic wines. They offer a great variety, from Merlot, Chardonnay, Cabernet Sauvignon, or rosé to sparkling wines, widely distributed across Europe and acknowledged for their good taste and affordability.
A UK-based brand that specialises in premium non-alcoholic sparkling wines, Wild Idol is considered more on the luxury side, with its products targeting consumers who want more elegant alcohol-free options.
In recent years, the growing demand for non-alcoholic wines, driven by health-conscious consumers, has led producers to refine and diversify their offerings, ensuring that the quality and taste of their wines remain high, despite the removal of alcohol content. Although some might think that alcohol-free wine is just grape juice, the non-alcoholic beverage market is proving itself able to offer a wide range of sophisticated options that almost completely mimic the taste of traditional alcoholic beverages and that are able to satisfy even the most complex and demanding requirements of informed consumers.
The market for these kinds of drinks is becoming more and more competitive. The World Alcohol-Free Awards is the only global beverage competition dedicated exclusively to non-alcoholic beverages. Lately, numerous stars and influencers, from Kylie Minogue and Katy Perry to Blake Lively or Bella Hadid, have added their names to non-alcoholic drinks, which they promote with conviction on social media.
In a world where health and mindful consumption are becoming paramount, non-alcoholic beverages offer a refreshing alternative to traditional drinks. Whether it’s enjoying a crisp, alcohol-free wine at dinner, savouring the flavours of a craft non-alcoholic beer, or simply embracing a more balanced lifestyle, these beverages are no longer just substitutes; they’re evolving into a category of their own, much regarded by the public.
With growing innovation, improved taste, and a rapidly expanding market, non-alcoholic drinks are also reshaping the way we socialise and celebrate, proving that the joy of raising a glass doesn’t have to come from the alcohol itself.
We can still meet and enjoy a drink, even if it doesn’t contain a few degrees of alcohol.
The question that remains is whether the traditional producers, the big players from the wine and beer industries, are willing to devote their attention and financial resources to finding ways to adapt to current trends, or if they are simply ready for this seemingly imminent ‘revolution’.
Time will tell… Until then, cheers!
