Liquid Ventures, an author hub is born to create the no-low alcohol of the future

According to Nomisma data, a total of 31.8 million litres of no/low-alcohol beverages were drunk in Italy in 2025, with double-digit growth (+14.8% in volume) from 2022, compared to a 2.7% drop in the traditional alcoholic beverages segment. According to Iwsr (International Wine and Spirits Record) estimates, the global market for no and low-alcohol beverages will grow by more than USD 4 billion by 2028.

De-alcoholised wines in the Italia market recorded +18% and will increase after the regulatory go-ahead for production in our country as well, while low-alcohol beers achieved +22%. The kombucha market has reached an estimated value of around 905 million in Europe, with a compound annual growth rate (CAGR) of more than 13% expected until 2033, and water kefir alone shows a global market of around 2.1 billion, with an expected CAGR of 9.5% over the next seven years. In times when alcohol consumption is in sharp decline, it is easy to imagine how this new market dimension could attract the most forward-looking entrepreneurs and investors.

And if there is something that Paolo Dalla Mora is not lacking, it is the ability to look ahead, with a strong dose of visionary spirit. After his long experience at DiSaronno, and before that in fashion, he had launched Engine, an organic gin with Piedmontese botanicals, with explosive packaging: a tin like those of motor oil and an imagery all linked to Formula 1.

After the launch of theStrucchi Vermouth and the sale of the Engine brand to DiSaronno, he has dived into a new adventure that - not by chance - concerns the no-low alcohol world. The project is called Liquid Ventures, a European venture builder dedicated to the development of companies and brands in the no-low alcohol segment with the aim of 'intercepting a structural transformation in global consumption in the world of beverages'. And this time Dalla Mora has partners: Bob Kunze-Concewitz, historic ceo of the Campari Group, who during his leadership saw the company's capitalisation rise from around 3 to over 14 billion euros, and Luca Gargano, one of the world's greatest connoisseurs of rum, owner of Velier spa, one of the world's flagships in the world of beverage distribution, alcoholic and non-alcoholic (he is responsible for the immense success of the Fever Tree tonic).

"Before I tell you about what Liquid Ventures is, I would like to tell you about what it is not," Dalla Mora said during the Milanese presentation at Ally's bar, Langosteria's new venue at Palazzo Lancia in the Quadrilatero. Liquid Ventures is not a tech company, it will never be a big company 'that gets lost in procedures and is no longer able to innovate', it is not even a startup incubator ('even though I have discussed it at length with my friend Riccardo Donadon of HFarm').