More and more winemakers are convinced by the opportunity to launch a range of dealcoholized or partially dealcoholized wines to diversify their offer and meet the growing expectations of consumers. We see this at B&S Tech with more and more frequent requests for support in product development.
However, it is important not to rush during the launch because this type of product requires specific support to ensure its success. Indeed, by removing alcohol from wine, we end up with a product that will integrate the much wider universe of non-alcoholic (or low-alcohol) drinks for adults: non-alcoholic beers, fermented drinks, drinks with a wine profile, etc...
This is what Juliette Bory, co-founder of the George agency, explained during the last B&S Tech webinar on the no/low trend:
"If we want to have a coherent approach, we have to look at consumer demand. It requires a global approach to the world of beverages in general because wine and spirits is a category that historically has always been looked at and thought about a little apart and outside of drinks"...
These elements are often mentioned by alcohol-free wine merchants who have understood that consumers are first and foremost looking for a drinking experience and not just an alcohol-free version of their usual drink.
For producers, this is a crucial point to consider in the communication and marketing of their dealcoholized or partially dealcoholized wine, which must not remain frozen in the usual codes of wine but must take into account a wider competitive universe.
To quote Juliette Bory again: "(...) I think that today, if we really want to take up this subject, it requires having a more macro vision and looking at what consumers are really looking for at the end of the day because I think that what they are looking for is not only the absence of alcohol but also in the customer experience."
The non-alcoholic adult offer (no/low) therefore includes products of a very different nature: dealcoholized products, low fermentation, juice, infusion, etc. which therefore requires education for the consumer.
A point also mentioned in an article in Vitisphère/La Vigne by the CEO of B&S Tech, Stéphane Brière: "demand is moving towards fully dealcoholised wines because these products are easy to explain to the consumer".
It is indeed easier to explain that there is no longer alcohol in a product than to say that some of it has been removed!
In conclusion, it is therefore important to be accompanied by market experts when you want to launch a dealcoholized or partially dealcoholized wine to prevent the experience from being short-lived!