Low and No-alcohol products category are becoming more popular
Like it or not zero alcohol beverages are a growing category.
I received this from Clare Cummings a while ago. The frequency with which I have been receiving sample products with no or low alcohol to taste and evaluate it now seems like a good time to share an article Clare sent through. She also said:
“No and low alcohol products are taking off – sales expected to grow by 31% in the next three years
Giesen’s now bought a million dollar machine to make no alcohol wines
It launched the world’s first 0% Marlborough Sauvignon Blanc last year – sold out in Australia and New Zealand”
Below is a press release from the Giesen wine company about how they have invested heavily in the zero alcohol category.
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Giesen invests more than $1 million to capture zero alcohol market
The growing thirst for no alcohol beverages has prompted one of New Zealand’s largest wine producers to invest in new technology and launch two new 0% wines – a New Zealand Pinot Gris and a New Zealand Rosé.
Giesen Group is the first winery in the country to purchase its own spinning cone – a high tech machine, manufactured in Australia, critical to making high quality 0% alcohol wines.
Valued at more than $1 million, the machine gently distils wine into three layers: aroma, alcohol and body. Leaving the alcohol aside, the distinctive aroma is combined with the body of the wine to create 0% alcohol wine with as many recognisable characteristics as possible.
Giesen launched the world’s first alcohol-removed New Zealand Sauvignon Blanc last year – it sold out in both New Zealand and Australia.
Buoyed by that success, Giesen decided to buy its own machine and is now launching Giesen 0% - Pinot Gris and Giesen 0% - Rosé in New Zealand this month.
International research predicts that global sales of no and low alcohol sales are set to increase 31 per cent by 2024, valued at more than $1.6 billion.* Overseas the trend is taking off with new alcohol-free bars opening in the likes of Melbourne and Colorado (both stocking Giesen 0% wine).
Giesen Group Chief Winemaker Duncan Shouler says this forecast underscores Giesen’s experience in New Zealand where a growing number of consumers are calling for low and no alcohol wines.
“It’s really fascinating. We thought initially the market for these products would be health and wellness fanatics but it’s actually much wider than that. It’s wine drinking consumers who want to be able to drink it without alcohol on occasion - such as when they need to drive or don’t want the after-effects of alcohol.”
“The challenge is growing awareness among consumers that there is actually decent tasting alcohol -removed wine available. We don’t think they should have to compromise on taste so we’re using our 40 years of winemaking experience to make a great quality wine first before the alcohol is removed,” Shouler says.
“It’s clear consumers liked the taste and experience of our 0% New Zealand Sauvignon Blanc and it’s great to now be bringing a 0% New Zealand Pinot Gris and 0% New Zealand Rosé to market.
These new releases mean Giesen now has nine low and no alcohol products.
“We’re learning all the time. Now that we have our own spinning cone, we’ll be able to trial a variety of techniques to further improve the blend. It allows us to refine and innovate across our products. We’re seeing better and better wines every time we produce them,” Shouler says.
“No-alcohol wines have to be made fresh, blended fresh and bottled fresh. Having our own unit means we can do that - if we’re producing 0% Sauvignon Blanc one week, then we are bottling it within a few days. This lets us capture aroma in the bottle and produce wines with more varietal character.”
Giesen 0% Sauvignon Blanc is available in the Group’s main export markets, Australia and the U.S., with newcomers Pinot Gris and Rosé set to follow suit.
Proving they are a leader in innovation, Giesen Group is also exploring ways to utilise the alcohol removed from the wine – and they are on track to launch the revolutionary, first-of-its-kind product later this year.
*IWSR Drinks Market Analysis: No and low alcohol study 2021, Zion Market Research, 2019
https://giesen.co.nz/zero-alcohol
About Giesen Wines
Founded by brothers Theo, Alex, and Marcel in 1981, Giesen Wines has been an industry leader for nearly four decades. With an uncompromising drive for quality and a strong culture of innovation, the brothers’ investment in their people, vineyards, and equipment has led to their reputation as a powerhouse in the New Zealand wine industry. From their highly-awarded premium Clayvin Single Vineyard wines, to the commercially successful Giesen Estate range, Giesen produces wine to be enjoyed at every occasion.
Giesen low and no alcohol products include: Ara Zero, Giesen 0% - Sauvignon Blanc, Pinot Gris & Rosé, Giesen Pure Light Sauvignon Blanc & Pinot Gris, Tink Seltzer – Lemon & Lime, Tropical, Berry Rose.