NAPA, Calif.—As the wine industry continues to evolve, winemakers are increasingly exploring de-alcoholized (DA) wines as a viable and growing category. Over lunch at Slanted Door in Napa, Bouchaine winemaker and president Chris Kajani poured a glass of the winery’s first vintage-dated, estate-grown de-alcoholized wine: a 2023 rosé of Pinot Noir.
“The 2023 vintage was not a shy vintage,” said Kajani, referencing a large harvest that resulted in a surplus of grapes. This excess prompted Bouchaine to experiment with DA wines, a move that aligns with the industry’s expanding focus on inclusivity. “We definitely have visitors to our tasting room who are moderating or sober,” Kajani added. “More and more, they don’t necessarily want to drink a Diet Coke. We want everybody to feel welcome.”
A Market on the Rise
Winemakers across the industry are responding to the increasing demand for DA wines. According to Impact Databank, a sister publication of Wine Spectator, de-alcoholized wines are selling at double-digit rates, outperforming many traditional wine categories. In 2024, the total DA wine market in the U.S. surpassed one million cases.
Recognizing this trend, Napa vintners Aaron Pott and Stephanie Honig partnered to launch the Missing Thorn lineup, featuring red, rosé, and sparkling wines made from Barbera, alongside white and sparkling varieties made from Albariño. Pott, renowned for his Napa Valley wines, aims to position premium DA wines as a sophisticated alternative for consumers.
“One of the trends you see is that people drink less, but drink better,” said Honig. “They want DA wines to taste good. If you’re drinking something as an alternative that doesn’t taste good, what’s the point?”
Established wineries are also expanding into the DA sector, including Giesen in New Zealand, Torres in Spain, Mionetto from Italy, Waterbrook in Washington, and Wolffer in New York. Even luxury brands are entering the market, such as LVMH’s new project, French Bloom.
“There’s a lot of doom and gloom around wine right now,” said Daniel Stiller, CEO and founder of Better Rhodes, an online retailer of alcohol-free beverages. “But the idea that these people drinking non-alc wine are a threat? These are people who want to drink wine—they just don’t want the alcohol.”
The Science Behind De-Alcoholization
While often used interchangeably, non-alcoholic (NA) and de-alcoholized (DA) wines differ significantly. NA wines are not truly wines; they are wine alternatives made from juices, teas, or botanical blends. In contrast, DA wines undergo traditional fermentation before having the alcohol removed through specialized processes such as vacuum distillation, reverse osmosis, or spinning-cone technology.
“Some prefer the term ‘alcohol removed’ because it sounds like a gentler approach,” said Brie Wohld, vice president of marketing at Trinchero Family Wines. “Some players in the market use ‘non-alcoholic’ even when their products were never vinified.” She believes educating consumers about the distinction is crucial. “Some consumers want a true wine-like experience and appreciate the craft behind DA wines.”
A Legacy Reinvented
DA wines are not a new concept. In 1984, J. Lohr Winery developed Ariel, a DA brand that saw significant success, boosted by celebrity chef Graham Kerr, “The Galloping Gourmet.” Despite fluctuating sales over the years, Ariel experienced renewed interest during the COVID-19 pandemic, prompting a rebranding effort to align with the growing wellness movement.
Similarly, Trinchero Family’s Sutter Home Fre, launched as an extension of its affordable wine lineup, has seen remarkable growth. “Between 2019 and 2024, retail sales grew by 300 percent, with an annual growth rate of 30 percent,” said Wohld.
The Taste Challenge
One of the main challenges for DA wines is preserving the sensory experience of traditional wines. Alcohol enhances aromatics and provides weight and texture, meaning DA wines often taste different from their full-alcohol counterparts.
“You can put the aromatics back in, but they’re never quite the same,” said Pott. To compensate, winemakers select highly aromatic grape varieties and may add natural flavor enhancers.
“Alcohol is a flavor transporter,” said Stiller. “Removing it is like taking salt out of food. To make DA wines taste good, you need excellent raw materials.”
DA white and rosé wines tend to perform best in terms of taste, while sparkling varieties benefit from carbon dioxide, which enhances texture and aromatics. Red DA wines, however, remain a work in progress, as replicating the depth and complexity of full-alcohol reds is particularly challenging.
A Growing Consumer Base
The motivations for choosing DA wines vary widely. Some consumers seek to reduce alcohol intake for health reasons, while others use them as a way to moderate consumption through a trend known as “Zebra striping”—alternating between alcoholic and non-alcoholic beverages.
Pregnant consumers also find DA wines appealing. “I remember when I was pregnant, I wanted something special to drink,” said Wohld. “I couldn’t drink another lemonade. A DA wine made it feel like Saturday, not Tuesday.”
Data suggests that DA wines are not replacing traditional wines but complementing them. According to Nielsen, 93 percent of non-alcoholic beverage buyers also purchase alcohol.
The Future of De-Alcoholized Wines
DA wine producers argue that their products help keep consumers engaged in the wine category rather than losing them to alternative beverages such as seltzers or energy drinks.
“We believe wine can be part of a balanced, healthy life,” said Wohld. “The non-alcoholic space isn’t a threat—it’s an opportunity for the industry to show we support moderation and wellness.”
Honig echoed this sentiment. “Our competition isn’t wine—it’s people drinking other things.”
As the category continues to evolve, winemakers are focusing on improving quality. Marco and Dejou Marano, founders of Prima Pavé, emphasize the importance of using high-quality grapes and preserving a sense of terroir. “There’s a lot of slick marketing in this space, but the conversation should be about the juice—where it comes from and how it’s made,” said Dejou Marano.
With traditional wine sales declining, the rise of de-alcoholized wines presents an opportunity for inclusivity, innovation, and a broader consumer base. Whether as an alternative or an addition to conventional wine, DA wines are shaping the future of the industry.
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