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Alcohol-free« is not in crisis
Zero bingo«
In French culture, toasting is an act as banal as it is repetitive: any social occasion is an excuse to raise an elbow. So what do you do when you don't want to drink alcohol, without becoming a hermit or resigning yourself to industrial soft drinks? The answer lies in «zero alcohol» wines, beers and spirits, and the «zero alcohol» trend.« nolo* ».
Non-alcoholic wine makes purists smile (or bray)... Yet this sector has far greater growth potential than traditional wine: 8% per year on world markets according to the ISWR* over the next few years. Consumers who are concerned about their health without giving up the pleasures of gastronomy are embracing these new alternatives: we're just going to have to get on with it!
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A nolo* or nothing
The reasons for this success? To work on taste and use all the codes of alcoholic beverages (beer, wine, spirits) so as not to alienate consumers too much from their habits. For example, a buyer of the French brand «Petit béret» will be able to compare the virtues of a pinot noir, a cabernet or a syrah in a 75cl bottle, but without alcohol. The French company, which exports to 41 countries, has just passed a milestone by buying an estate in Saint-Chinian to turn it into the world's first alcohol-free wine estate. An experimental winery will welcome all the winegrowers interested in producing this new type of wine, and there are already many of them. Its double-digit growth confirms that it had the right idea when it was set up in 2015.
The big manufacturers have jumped on the trend: for example, Freixenet alcohol-free cava, launched in 2021, has seen record sales growth of almost 300% in the retail sector!
On the distribution side, alcohol-free drinks cellars are beginning to appear. The first was opened in Paris in 2022, and there is another in Bordeaux. A new cellar is due to open in Nantes in spring 2023, offering 350 different drinks. When will we see the first alcohol-free bar?
There's no doubt that the French wine industry has plenty of scope for growth if you're not afraid to break the mould and offer innovative products!
*International Wine and Spirit Record
*no alcohol, low alcohol
Arnaud Heckmann
Trainer Bachelor, M1 & M2
Author: World history of French wine
Photo credit @Freixenet
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