“It is a trend that shows no signs of wavering ... driven by a global trend toward mindfulness and health and wellness,” says Scott Burton,marketing director of Australian Vintage Ltd,which in 2019 launched its non-alcoholic McGuigan Zero wine range that now includes a sparkling,sauvignon blanc,rosé,chardonnay and shiraz.
Especially with the advent of COVID-19,Burton believes Australians are more health aware than ever before and are now putting more thought into moderating the amount of alcohol they consume,possibly after overdoing it in lockdown.
Research has found three out of 10 consumers aged 18-34 choose no or low-alcohol wine because they are on a diet,while some want to drink and drive (wisely).
“These consumers still want to feel part of the occasion,they still want to enjoy a glass of well-crafted wine with the same great taste just minus the alcohol,” Burton says.
The brand Edenvale was among the first pioneers of no-alcohol wine in Australia,starting their production in 2006. They now have 18 varietals,including a blanc de blanc,a sparkling shiraz and a sparkling rosé.
“It’s been growing for a couple of years now but probably in the last few months there’s been an explosion ... especially from new start-ups,” says Edenvale national business manager Paul Andrade.