London: Bordeaux wine producers are shifting focus towards no and low alcohol beverages amid changing consumer preferences. With significant investments and innovative techniques, the region aims to cater to a younger demographic while addressing sustainability and quality concerns in wine production.
The Drinks Business is reporting a significant shift in the Bordeaux wine market as producers embrace the growing trend towards no and low alcohol beverages. Following the end of Dry January, an awareness for lighter wine options continues to expand, spurred by demographic changes and evolving consumer preferences. The International Wine & Spirit Research (IWSR) forecasts a robust growth trajectory for no and low alcohol volumes, anticipating a compound annual growth rate (CAGR) of 4% by 2028, and a steeper 7% for no-alcohol across ten key markets.
Investments in De-Alcoholisation
One notable response to this trend is the nearly €6 million investment by Familia Torres in a new facility dedicated to producing their Natureo range of de-alcoholised wines in Penedès. This aligns with the brand’s strategy to capture a 20% value increase in this sector for the current year. The Bordeaux region, traditionally associated with full-bodied wines, is now actively participating in this movement, aiming to cater to a younger demographic of Gen Z and Millennials, who are reportedly consuming wine less frequently than previous generations.
Innovative Techniques and Categories
As the Bordeaux market diversifies its offerings, two main categories of no-alcohol wine have emerged: wines with the alcohol removed and those produced without any alcohol from the outset. The techniques for de-alcoholisation, such as vacuum distillation and reverse osmosis, are becoming more refined, although they remain costly and complex. These processes seek to maintain the wines’ delicate aromas while removing alcohol. Notably, a new approach using non-saccharomyces yeasts and bacteria for fermentation is gaining attention for its potential eco-friendliness.
Bordeaux Producers Innovate
A variety of producers are experimenting with no and low alcohol wines. Coralie de Boüard of Château Clos de Bouard has crafted a successful alcohol-free wine in response to market demand, producing up to 50,000 bottles annually. Château Lamartine is also making strides with a Plaisir Anais range, fermented without oak influence to preserve the fruit’s character. Additionally, Château Sauman has introduced de-alcoholised offerings in conjunction with their traditional wines, exemplifying the blended approach many producers are adopting.
The focus on sustainability and organic practices is evident among many of these innovators. With their investments in eco-friendly production practices, smaller producers are positioned to appeal to environmentally conscious consumers. Notably, wine cooperatives, which account for a quarter of Bordeaux’s production, are also adapting, with Bordeaux Families investing significantly in their dealcoholisation facilities.
Challenging Expectations
Despite the strides made in no and low alcohol wine production, challenges remain regarding consumer perceptions. Some wines, perceived as overly sweet or lacking complexity, have raised concerns about maintaining quality in the de-alcoholisation process. In contrast, many producers are shifting to offer non-fermented products like sparkling grape juices, which preserve the integrity of the grape while offering an alternative to traditional wines.
Strategic Market Implications
The Bordeaux wine industry’s commitment to exploring no and low alcohol alternatives may serve as a crucial survival strategy in an increasingly competitive market. As consumer preferences evolve, the integration of innovative products aimed at new demographics can potentially provide a gateway for traditional wine brands to recapture lost consumers and appeal to those who may have gravitated towards beer or low-alcohol beverages.
In conclusion, Bordeaux’s emerging no and low alcohol segment reflects a broader shift in the wine industry’s approach to responding to market demands. As producers adapt and innovate, the implications for the future of wine consumption are significant, with the potential for increased market engagement among younger consumers who prioritise moderation and lighter options. This evolution presents an opportunity for brands to redefine their offerings and maintain relevance in a transforming landscape.
Source: Noah Wire Services
