The days of drinking nonalcoholic wine just to quit alcohol are over. Nonalcoholic is not just a trend but has established itself as a standalone category.
◇ High-priced nonalcoholic wines also emerge
On the 15th (local time), the alcohol trade fair ProWein 2026 in Dusseldorf, Germany. The most frequently mentioned keyword throughout the exhibition hall was "nonalcoholic." A separate pavilion curated only non- and low-alcohol wines and alternative beverages operated inside the venue, and major producers from Germany, France, Italy and Spain participated in large numbers.
Ultra-high-priced nonalcoholic wine also appeared at the show. It is a collaboration between Schloss Johannesburg and Kolonne Null. Schloss Johannesburg is one of the world's oldest Riesling wineries, and Kolonne Null is a Berlin-based brand specializing in nonalcoholic wine. The product is priced at 100 euros per bottle, and if imported into Korea, it will likely be priced at least in the 300,000-won range.
The two companies created a product that removes alcohol from premium Riesling vintage wines from the 1960s, 1970s and 1980s. It scored 93 points from globally respected wine critic James Suckling. In the past, nonalcoholic wine was seen as an extension of grape juice, but this is a symbolic case showing that traditional German wineries are beginning to recognize nonalcoholic as a category that can maintain wine's refinement.
IREM Eren, DipWSET (holder of the highest-level wine professional credential), said, "According to global alcohol market analysis firm IWSR, as of last year the non- and low-alcohol category reached $24 billion. For non- and low-alcohol wine, high growth averaging 9% annually is expected through 2030." Eren added, "Between 2020 and 2025, global regular wine consumption fell 10%," and "those who choose nonalcoholic depending on the situation (43%) far outnumber those who do not drink at all (17%)."
◇ EU codifies nonalcoholic as its own category
The biggest barrier for nonalcoholic wine has long been taste. That is because a wine's distinctive body, tannins and aromas are lost in the process of removing alcohol. But the technology unveiled at this year's ProWein directly challenged those preconceptions.
Eren, DipWSET, explained, "In the past, we relied on reverse osmosis and quality was inconsistent, but now various technologies capture the essence of wine as is." The outlook is that the coming decade will belong to non- and low-alcohol fortified by technology and branding.
Eren said, "Until now, the non- and low-alcohol category has been led by beer, followed by spirits (whisky and vodka) and mixed drinks joining in," adding, "Wine joined a little later, but at places like Torres Winery, tour itineraries now include visits to alcohol removal facilities—things that would have been impossible just three years ago."
The European Union (EU) also put new rules into effect on the 18th. It formally included non- and low-alcohol wine within the wine category. Until now it was called "de-alcoholized wine," but the terms "no alcohol wine" and "reduced alcohol wine" will be used. This shows that non- and low-alcohol has settled in as a category in its own right rather than a passing fad.
◇ "Sparkling accounts for 60% of nonalcoholic wine"
You cannot leave out sparkling when discussing the non- and low-alcohol market. Sparkling is considered among the fastest-growing segments in the nonalcoholic market. Luxury group Louis Vuitton Moet Hennessy (LVMH) invested two years ago in French Bloom, a French premium nonalcoholic sparkling wine brand, and now holds it as part of its most important top-tier portfolio. A group that owns ultra-high-priced champagnes like Dom Perignon and Krug has effectively elevated nonalcoholic to the ranks of luxury.
Martina Obregon, chief marketing officer (CMO) of Henkel Freixenet, said, "Sparkling accounts for about 60% of the overall nonalcoholic wine market," adding, "Red or white wines lose much of their body when alcohol is removed, but with sparkling, the refreshing feel of carbonation excellently substitutes for alcohol's impact."
Obregon added, "Twelve percent of our sales already comes from the nonalcoholic lineup," and "Germany has historically been a major pillar of the nonalcoholic sparkling market, but now we are seeing remarkable growth outside Germany as well, including in the United Kingdom, France, the United States and Poland."
These shifts are also reshaping the fine-dining landscape. Memories, a Michelin three-star restaurant in Switzerland led by chef Sven Wassner, has begun formalizing the term "beverage pairing" instead of "wine pairing." About 30% of the pairing course is filled with nonalcoholic wines and functional beverages. In the past, a slightly sweet Riesling might be served with spicy Asian dishes, but pairings that match de-alcoholized red wine are now earning praise from critics.
ProWein is the world's largest B2B alcohol trade exhibition open only to alcohol industry professionals. Along with Vinexpo and Vinitaly, it is considered one of the world's three major wine expos, and it is the largest among them. Recently, it has evolved into a comprehensive alcohol industry exhibition by expanding beyond wine to include spirits and non- and low-alcohol beverages. This year's show featured innovative products and visions from more than 4,000 companies across 60 countries. Although it is hosted in Germany, about 87% of participants were overseas corporations.