With a growing focus on health and wellness, many consumers are seeking to reduce their alcohol intake. But lower alcohol wines struggle for attention as consumers turn to other low and no alcohol beverages – such as beer, mocktails or adult soft drinks.
In addition, lower alcohol wines are often perceived by consumers to have an inferior taste or poor quality.
Most opportunity in Australia and NZ
Among the 11 key wine markets analysed, Wine Intelligence sees the strongest opportunity for lower alcohol wines in New Zealand, followed by Australia. Non-alcoholic wines have the most potential in Sweden and other Nordic countries.
With consumers interested in natural products, wines that are naturally lower in alcohol are likely to have a better chance of success than those where alcohol is reduced via mechanical methods.
Organic wine, sustainably produced wine, fairtrade wine and products that promote environmentally friendly credentials all have a better opportunity to succeed than lower alcohol wines, according to Wine Intelligence’s Global SOLA (sustainable, organic and lower alcohol) Wine Opportunity Index.
The countries analysed were Australia, Canada, Finland, Germany, Ireland, Japan, New Zealand, Portugal, Sweden, the UK and the US.