European Commission backs alcohol-free wine to modernize industry and meet changing consumer habits

In Brussels, the European Commission is taking steps to adapt the wine industry to changing consumer habits by promoting alcohol-free wine. On March 28, the Commission presented a new action plan aimed at strengthening the competitiveness and resilience of the wine sector. The plan includes support for marketing wines with low or zero alcohol content, as well as efforts to clarify and standardize labeling across EU member states.

The move comes in response to a steady decline in alcohol consumption across Europe. According to the World Health Organization, per capita alcohol intake dropped by 20% between 2000 and 2019. Health concerns, stricter drink-driving laws, and shifting preferences among younger consumers are believed to be key factors behind this trend.

In Belgium, near Charleroi, Associated Beverage Solutions has been producing alcohol-free wines since 2018. The company uses vacuum distillation, a method that removes alcohol at lower temperatures—around 35°C instead of the usual 90°C—helping preserve the wine’s original flavors and aromas. However, removing alcohol changes the taste profile, so producers often add other ingredients and aromas afterward to improve balance and complexity.

Benoit Poisson, production manager at Associated Beverage Solutions, said that the quality of alcohol-free wines has improved significantly in recent years. He noted that more suppliers of oenological products are now developing ingredients specifically for non-alcoholic wines. The company focuses mainly on white and sparkling varieties, which are easier to adapt than red or rosé wines due to their structure and flavor profiles.

Since 2019, production at Associated Beverage Solutions has grown from 1.2 million liters to 5.3 million liters in 2024. Most of their wine comes from France, Spain, and Italy before being dealcoholized in Belgium. The final products are primarily sold in Scandinavian countries, the Netherlands, Belgium, and the United Kingdom—markets considered more open to innovation in wine.

Francis Aguilar, managing director of the company, emphasized that their process consistently achieves a 0.0% alcohol level. He supports clearer labeling standards so consumers can make informed choices. Under the Commission’s proposal, “alcohol-free” would refer to wines with no more than 0.5% ABV (alcohol by volume), while “0.0%” would apply only if the ABV does not exceed 0.05%. Wines labeled “low alcohol” would have an ABV above 0.5% but at least 30% lower than the minimum for their category before dealcoholization.

The Commission also wants labels on these products to include more detailed information about ingredients and production methods used during dealcoholization.

Poisson believes that alcohol-free wine supports the broader wine industry because traditional wine must still be produced before it can be dealcoholized. This keeps vineyards and winemakers active while adding value through innovation.

Initially met with skepticism by some traditional winemakers, dealcoholized wine is now gaining wider acceptance within the industry. Aguilar explained that while some producers were hesitant at first—viewing their wines as too precious for such processing—many have since changed their perspective as quality has improved.

Beyond promoting non-alcoholic options, the European Commission is also proposing measures to manage overproduction in the sector. These include making it easier to remove unwanted vines or green grapes before harvest and offering more flexibility in replanting authorizations.

Meanwhile, trade tensions with the United States remain a concern for European winemakers. Former U.S. President Donald Trump had threatened a 200% tariff on European wines if the EU imposed duties on American bourbon. Although Italy and France pushed back against retaliatory tariffs on U.S. whiskey, uncertainty remains over future trade relations.

As Europe’s wine industry adapts to new consumer demands and market pressures, Brussels is betting that innovation—especially in alcohol-free products—can help secure its future without abandoning its roots.