O.Vine combines natural spring water with an infusion of wine grape skin and seeds to deliver antioxidant benefits of traditional wine without the alcohol, preservatives or artificial colors. It is offered flat or sparkling in red (Cabernet, Merlot, Syrah and Petit Verdot) and white (Riesling and Gewürztraminer) varieties and will make its world debut at the Fancy Food Show in New York, June 30 to July 2.
The brand believes it can shape a new ‘near water category’ by combining wine cues with pure, non-alcoholic nature of water.
Marrying sustainability and innovation
Founder and CEO Anat Levi spent 20 years in the wine business, and after nearly a decade as CEO of Golan Heights Winery she decided to branch off on her own and explore a new category.
“It is a very open market for innovative products, especially in non-alcoholic beverages,” Levi told BeverageDaily.
At Golan Heights Winery she was researching innovative and sustainable solutions for the grape skin and seed waste left over from the winemaking process. She approached Practical Innovation, Israel for a partnership and the idea for Wine Water was created.
“All of my recent initiatives have leveraged sustainable approaches, which have mainly been producing eco-friendly products with a minimal footprint," Levi said.
But through the long process of building a team of winemakers and food engineers, she found the formula development to be quite challenging.
"Based on our winemaking expertise, we designed proprietary technology and specialized techniques. These methods prevent oxidation – the main obstacle to keeping the beverage fresh and shelf stable – without alcohol and without preservatives," she said.
Appealing to a range of tastes
Levi is looking to target consumers of all ages with O.Vine. She expects it to be a hit with millennial foodies and baby boomers alike--those who enjoy natural, healthy food and beverages, but find spring water too plain and flavored water too sweet.
It’s a step further into the health-conscious and sustainably sourced beverage movement that has stripped-down ingredients lists and ‘clean labels’ gaining popularity.
O.Vine’s mission was to create ‘a pure water sensation that not only inspires consumers to appreciate wine’s complex flavors and aromas, but also leverages sustainable principles’.
The brand also associates a certain nostalgia with drinking wine, particularly on its website and in promotional materials, appealing to older customers who may not be able to enjoy a nightcap of their favorite bubbly anymore.
“Not all consumers are able to indulge due to its alcohol content. O.Vine imparts the wine sensation and awakens the memory of drinking wine,” Levi said.