Vic-Fezensac, France – The French wine industry is entering a transformative phase with the inauguration of Le Chai Sobre, the country’s first industrial wine dealcoholization center. Located in the Gers department, this facility is a collaboration between Moderato, specialists in non-alcoholic wines, and Vivadour, a regional agricultural cooperative. This center aims to streamline local production by eliminating the need for wineries to send their products abroad for dealcoholization, a process that has historically incurred high logistical and environmental costs.
Le Chai Sobre employs a method known as vacuum distillation, or cold distillation, which effectively reduces alcohol content while preserving the wine’s original flavor profile. Fabien Marchand-Cassagne, co-founder of Moderato, stated that the center is poised to deliver both ecological and economic benefits, notably by cutting transportation emissions and reducing processing expenses. Additionally, the facility will house a laboratory dedicated to small-scale testing, ensuring the quality of the dealcoholized wines.
Initially, the plant will have the capacity to process approximately 50,000 hectoliters of wine annually. This capability will enable Moderato to launch its own range of non-alcoholic wines and offer services to other producers. The timing of this launch coincides with challenging conditions in the French wine sector, marked by declining sales and profitability issues. Marchand-Cassagne believes that diversifying into non-alcoholic wines could add value to grape production.
Early indications of market demand are promising. Moderato has begun collaborations with around 70 bulk wine producers via Vivadour and is exploring new commercial avenues with importers. The initiative garnered interest at the Wine Paris international fair, where several distributors expressed a desire to develop their own non-alcoholic wine brands.
Despite a steady increase in the non-alcoholic wine market, awareness among consumers remains low. A recent study revealed that 38% of respondents were unaware that non-alcoholic wines existed, underscoring the need for educational efforts to enhance visibility.
Pricing presents another challenge. The dealcoholization process entails additional steps and high-quality input wines, resulting in higher costs. Moderato’s products range from 15 to 17 euros in specialty shops, while larger retailers offer them between 8 and 9 euros. Marchand-Cassagne emphasizes the importance of reflecting product quality in pricing, contrasting with cheaper supermarket options, which typically range from 3 to 5 euros.
Xavier-Luc Linglin, director of the François Lurton estates, notes that educating consumers on the dealcoholization process is vital. High-quality wine is first crafted before undergoing alcohol removal, which may also involve reintroducing aromas, contributing to the higher price point.
Another hurdle is maintaining sensory quality post-dealcoholization. Red wines often develop a cooked flavor, rather than achieving a balanced profile. Research and development at Le Chai Sobre will focus on optimizing this process to retain wines’ original characteristics.
Marketing strategies are equally critical for fostering acceptance of non-alcoholic wines. Mathilde Boulachin, director of Pierre Chavin, advocates for a more positive branding approach, moving away from emphasizing the absence of alcohol to positioning these wines as attractive alternatives.
The establishment of Le Chai Sobre marks a pivotal development in the French wine sector, adapting to growing consumer demand for non-alcoholic options. The center’s success will hinge on offering quality products at reasonable prices while effectively communicating their value to the public.
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