At Vinitaly

Dealcoholised wines, 90% growth expected in Italia (if red tape is overcome)

Production (now made abroad) could double. In Germany, the UK and the USA, sales are at EUR 1.2 billion and 160 million bottles. Growing focus on product quality

by Giorgio dell'Orefice

15 April 2026

Vino dealcolato, crescita stimata 8%: le attese dei produttori

3' min read

Translated by AI

Versione italiana

Key points

90% estimates for Uiv-Vinitaly
Employments in the USA, Germany, Austria and Switzerland
It is also a question of quality
In Italia market all to be built

3' min read

Translated by AI

Versione italiana

There is great potential for dealcoholic wines made in Italy if only production - still blocked by complex procedures - could take off. This is what emerged at Vinitaly during the meeting "De-coloured Wines: Consumption, Consumers and the Market" organised by the Italian Wine Union.

The production of this product category is in fact still blocked by regulatory doubts and it is hoped that the stalemate will soon be broken. Because the potential is significant. Italia, which until now has destined the production (made abroad) of dealcoholised wines for international markets, still has limited market shares - around 2.5% - particularly in Germany and the United Kingdom, but the context is destined to change.

90% estimates for Uiv-Vinitaly

According to a survey by the UIV-Vinitaly Observatory on almost all the Italian companies that make or are organising dealcoholised wine lines, the numbers are expected to grow strongly: +90% increase in production expected by 2026, with an export quota of 91% and the bulk of sales made in the retail channel (77%). Already half of the sample also intends to start production in Italia. The types on the list see a slight prevalence of no-alcohol (54%), with a significant increase in the 'wine-based beverage' option, which jumped from 3% in 2025 to 27% today.

Outlets in the USA, Germany, Austria and Switzerland

Among the traditional markets, North America (USA and Canada) prevails, but also the Dach countries (Germany, Austria and Switzerland). Among the new and emerging markets, responses converge on certain countries (Mexico, Poland but also China) and areas, with the Middle East and Africa leading the way.

In 2025 in Germany, the United Kingdom and the United States, Nolo wines (no and low alcohol) realised a retail sales value of more than EUR 1.2 billion and the equivalent of 160 million bottles sold.

Returning to the global demand for Nolo (which also includes dealcoholised wines), the Observatory's analysis based on Nielsen-IQ and Iwsr revealed rather diversified trends, both by alcoholic strength and by product type, with alcohol-free products on a positive march compared to the retreats of low alcohol. In particular, sparkling wines - in the 'zero' category - proved to intercept the positive market dynamics better than others: in the UK (+24%, +17% for Italian products) and in the USA (+15%, with Italia at +200%).

It is also a question of quality

Attention to product quality is growing among consumers. "The theme of taste," said the secretary general of the Italian Wine Union, Paolo Castelletti, "still represents a brake on consumption for 25% of potential customers, a quota that is gradually decreasing in direct proportion to the quality of production that can only improve, and this is where Italia plays its decisive game. A segment of offer, that of alcohol-free wines, which remains open both among teetotal consumers - with GenZ (under 28 years) who in the UK and the US already prefer them to beer - and among regular wine users, who in certain situations prefer not to consume alcohol".

In Italia market all to be built

In Italia, consumption is still strongly anchored to traditional wine. A market therefore still to be built: 94% of non-alcoholic drinkers state that they have not purchased a non-alcoholic drink in the last six months, a quota that rises to 98% among the youngest and falls to 89% among the most mature.

Among the motivations for consumption, 'driving' is in first place (50%, 56% among GenZ). And even looking outside the home, the spark has not yet gone off. 71% of restaurants surveyed by the Fipe-Uiv "Vino & Ristorazione" Observatory in collaboration with Vinitaly say they are not interested in including deal wines on the menu, while only 3% say they already have them on the list with success.

"It is important for Vinitaly to seize every business potential," said Veronafiere President Federico Bricolo. "This is why, together with the Italian Wine Union, we have developed NoLo Vinitaly Experience, an area dedicated precisely to no and low-alcohol wines, with specialised exhibitors and a structured calendar of tastings and masterclasses.

Giorgio dell’OreficeVicecaposervizio
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Luogo: Roma
Lingue parlate: italiano, inglese
Argomenti: agricoltura, agroalimentare, made in Italy, vitinicoltura, olio
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