In the May issue of The Drinks Business, Lucy Shaw explores a category sitting at the intersection of two of the wine market's most dynamic trends: non-alcoholic expressions and the "aspirational lifestyle" of rosé. I was delighted to contribute my thoughts to the piece, particularly regarding the strategic necessity for established winemakers to enter this space.
As I noted in the feature: "Winemakers shouldn't be worried about the rise of non-alcoholic rosé, but they certainly need to wake up to it. The smartest move for established producers is to add a non-alc rosé to their ranges so they can reap the benefits. It's brand insurance, and if you don't offer a premium non-alc option, you're effectively handing your customers to your competitors on a silver platter."
While the published article captured the essence of our stance, there is a deeper layer of psychological positioning and data-driven strategy that drinks brands must grasp to truly succeed in this "Champagne-adjacent" category.
The Psychology of "Champagne-Adjacent" Alternatives
There is a specific reason why newcomers like Wild Idol, French Bloom, and Bolle are choosing to create non-alcoholic sparkling rosés over still expressions. It is a masterstroke of psychological positioning. Rather than selling a liquid, these brands are selling the feeling of celebration.
The traditional wine industry has spent decades—and billions of pounds—associating the foil-and-cage top, the popping cork, and the weight of a heavy glass bottle with luxury and "the big moment." By mimicking these cues, alcohol-free brands don't have to build new connotations from scratch. They simply piggyback onto the existing ones. This is a core pillar of effective wine marketing; you aren't just marketing a flavour profile, you are marketing a ritual.
I know the team at Bolle well, and their approach is particularly astute. They understand that if the product looks, feels, and sounds like a premium sparkling wine, the consumer’s brain treats it as one. This removes the "social penalty" often felt by those who aren't drinking. When you're holding a glass that looks identical to a vintage Rosé Champagne, you aren't the "non-drinker" in the corner; you are an active participant in the celebration.
The Generational Shift: Removing the Social Penalty
One of the most profound insights I provided to Lucy was the evolving relationship younger audiences have with alcohol. Our work with various brands has demonstrated that Gen Z and younger Millennials are not beholden to the same societal pressures that plagued previous generations. For them, socialising does not have a mandatory ABV requirement.
However, the desire for status and aesthetic remains. This is where high-end alcohol-free rosé thrives. By removing the social penalty through premium packaging and sophisticated flavour profiles, brands allow consumers to moderate without compromise. This shift in drinking culture is becoming increasingly fluid—a trend Luke Hemsley of Wednesday’s Domaine aptly describes as "zebra striping." People are alternating between alcoholic and non-alcoholic drinks throughout a single evening, meaning your 0% expression must be able to stand shoulder-to-shoulder with your 12.5% ABV flagship.
Data-Driven Strategy: The December Search Spike
Many winemakers still view "Dry January" as the only window for alcohol-free sales. Our data says otherwise. If you look at Google Trend data over the past 12 years, the search term "Alcohol-free wine" doesn't just grow—it hits a massive, recurring seasonal spike every December.
The purchase intent is unmistakable. Consumers are looking for non-alcoholic options during the height of the festive season, not just when they are atoning for it in January. They want to be part of the Christmas toast and the New Year’s Eve "pop," but they want the choice to moderate. If you are only marketing your 0% range in the first month of the year, you are missing your most lucrative window. This is where drinks brand positioning needs to become more sophisticated and year-round.
Brand Insurance: Keeping Your Loyal Advocates
I’ve said it before and I’ll say it again: a non-alcoholic range is brand insurance. Let’s take a powerhouse like AIX Rosé as an example. If a consumer loves the "AIX attitude" but decides to take a break from alcohol for a month, that brand should be able to keep that consumer within their ecosystem.
If AIX doesn't offer a high-quality non-alcoholic expression, that loyal fan is forced to trial a competitor. You are effectively paying for their customer acquisition for another brand. Whether your consumer is drinking a premium spirit or a Provence rosé, their loyalty shouldn't be contingent on their ABV choice.
The Wake-Up Call for Winemakers
Winemakers need to stop treating alcohol-free as a secondary "health" project and start treating it with the same craft and heritage they apply to their core vintage. As I shared with Lucy, the categories can and should live happily side by side.
The industry is moving toward a more inclusive, fluid drinking culture. The brands that will dominate the next decade are those that recognise that "rosé is an attitude," and that attitude is accessible at any percentage. Don't hand your customers to your competitors on a silver platter. Lean into the craft, respect the ritual, and insure your brand's future.
Read more about our approach to spirits marketing and wine category growth on the YesMore blog.
