Low/Zero-ABV Drinks
Finding balance between drink quality and dry lifestyles.
In a segment once dominated by good-old non-alcoholic beer, there are exciting new players in the world of low and zero-abv alcohol drinks.
What is ABV? It stands for “Alcohol by Volume”, indicating the ratio of alcohol to liquid in the container. A bottle of wine with 14% ABV is 14% alcohol.
Fresh Perspectives lead to Opportunity
Touting “better for you, without the buzz”, the wine industry in New Zealand is targeting health-conscious consumers in the premium low-alcohol sector. For a range of reasons, these individuals are looking to enjoy a pleasant-tasting wine without the presence of alcohol. Producers have invested in new technology that helps remove or reduce alcohol—without sacrificing taste or quality.
Light-hearted wines that are light on their feet.
Known as “lighter wines”, these new products are seen as huge value-add to a winery’s repertoire. Pernod Ricard’s winery Stoneleigh is one of the early proponents of this new category with Stoneleigh Bright. Chief winemaker Jamie Marfell notes that “lower ABV is a feature, not a compromise.”
This mentality is a refreshing one in the world of wine. With Nielsen marketing noting that health is the number-one priority of consumers in 2020 (a trend highly likely to continue), how many people could be moved to try a product that offers a familiar taste with no negative health effects?
For those who have trained their palettes to enjoy the taste of wine, beer, and spirits, there may be tangible benefit to low and zero-alcohol wines. In fact, wineries might be able to access a brand-new category of drinkers—those who don’t actually drink alcohol.
This is a huge opportunity for wine producers to expand their portfolios while staying true to their ethos.
Zero-ABV (0%!) Wine is Possible
Also based in New Zealand’s Marlborough region, Giesen Wines recently launched a completely alcohol-free Sauvignon Blanc. Using spinning cone technology common to the world of perfume-making, Giesen uses gravity to separate alcohol from their wine. Unlike may other producers, Giesen allows their zero-alcohol wines to undergo full fermentation to maintain quality and flavor, then they head to the spinning cone for treatment. In the final step, a distilled aroma is added back to the wine to ensure the finished product smells, tastes, and drinks like a high-quality rendition of Sauvignon Blanc.
An added benefit is that the zero-alcohol wine has about 85% less carbs than a typical 125mL glass of wine.
The process Giesen uses is an advanced form of distillation. It allows the winemaker to handle these wines delicately, giving them their own flavor profiles and qualities that make them unique from other wines in the lineup. Though these wines are different, they do not sacrifice on quality. Giesen head winemaker Nikolai St George highlights the hard work he and his team have invested in this product:
“This innovation has been a year in the making and we will never compromise on quality. Our customers demand and expect the very best - that is why we have taken extraordinary care in developing our Giesen 0% - Marlborough Sauvignon Blanc.”
What about “Sober Curious” spirits?
A relatively new phenomenon in the drinks industry, “sober curious” is a growing segment of consumers who are trading their boozy beverages for lighter ABV options. The Zenith European Zero Alcohol Drinks forecast predicts a 10% growth in 2020 in this category alone. The United Kingdom is projected to have 30% countrywide growth next year, with Germany the first to reach consumption levels of 1 billion liters by 2023.
Brands like Diageo’s Seedlip and smaller, Australian-born Lyre’s are achieving great levels of success at the so-called “sober bar.” Proponents advocate for great-tasting drinks that don’t contain alcohol, in the same way that followers of plant-based diets have made great-tasting, meat-free cuisine part of mainstream food culture.
The often-hefty price tag on some of these products (Seedlip averages $48 per liter) and their resulting commercial success suggests that there is indeed a premium market within this segment.
There are also pre-packaged spirit-free cocktails on the market, with producers like Curious Elixirs and canned mixer companies like Dram Apothecary offering culinary-inspired alternatives to alcoholic beverages.
The results appear every bit as thoughtful and intentional as their alcohol-infused cousins—drinks that are attractive, tasty, and full of robust flavor.
Fad, Fashion, or For Real?
The negative effects of alcohol over-consumption are well known, ranging from liver damage to heart disease. Consumers with pre-existing risk factors often seek to avoid exacerbating health conditions while enjoying the taste of something they used to imbibe.
Likewise, roughly 7% of the population may have an enzyme deficiency that makes alcohol metabolism highly inefficient, if not impossible. This group should certainly not feel excluded from social situations where alcohol is present. Availability of such high-quality products in bars or at home can support lifestyle choices while maintaining inclusivity.
Finally, fitness-focused individuals who maintain extremely low-carb diets could easily seek ways to cut excess calories from their daily lives. This groups might still crave lighter options without wanting to go completely zero-alcohol.
Whether you are fascinated by this trend as professional in the beverage industry, or just a consumer looking to find ways to reduce alcohol in your life, all signs point to this trend continuing to grow organically in the near future.
