Over 60% of Italian Wineries Eye No- and Low-Alcohol Wines Amid Rising Consumer Interest

Interest in dealcoholised and low-alcohol wines is increasing among both consumers and producers, but the future of this market remains uncertain. This was the main topic at a recent conference in Florence, where experts gathered for the final meeting of Dewine, a research project funded by Italy’s Ministry of Universities and Research and coordinated by the Georgofili Academy. The event brought together academics and industry professionals to discuss the latest findings on consumer behavior, production challenges, and regulatory issues related to dealcoholised wines.

Professor Eugenio Pomarici from the University of Padua opened the conference by highlighting that wine producers will need to anticipate growing demand for these products. He emphasized that maintaining high quality and appropriate pricing will be essential as more consumers look for alternatives to traditional wines. According to Pomarici, the sector must be ready to adapt quickly as interest expands.

Antonio Seccia from the University of Foggia presented a market study that identified transparency and clear quality indicators as key factors influencing consumer trust in dealcoholised wines. The research showed that when product information is incomplete or unclear, potential buyers are less likely to make a purchase. Seccia noted that providing detailed information about production methods and ingredients could help build confidence among consumers who are new to this category.

Adele Coppola from the University of Basilicata shared survey results from 177 Italian wineries, revealing that more than 60 percent are interested in producing no- or low-alcohol wines, often referred to as “Nolo” wines. This suggests a significant shift in attitudes within the Italian wine industry, which has traditionally focused on classic styles with higher alcohol content.

Fabio Verneau of the University of Naples Federico II presented research on consumer acceptance of dealcoholised wines in major international markets, with a particular focus on Italy. His findings indicated that while there is curiosity about these products, many consumers remain cautious due to concerns about taste and authenticity. Verneau explained that education and marketing will play important roles in shaping perceptions and encouraging trial.

Environmental sustainability was another topic addressed at the conference. Maurizio Prosperi from the University of Foggia compared different technological and logistical models for producing dealcoholised wine. He assessed their environmental impact, noting that some methods are more sustainable than others. Prosperi’s analysis suggested that careful selection of production techniques could help reduce the carbon footprint associated with these new wine styles.

The final report came from Elisa Giampietri at the University of Padua, who examined the feasibility of introducing partial dealcoholisation in wines with Protected Designation of Origin (PDO) and Protected Geographical Indication (PGI) labels in Italy. Giampietri outlined several challenges, including regulatory barriers and concerns about maintaining traditional quality standards. She said that further dialogue between producers, regulators, and consumers will be necessary to address these issues.

The conference in Florence highlighted both opportunities and obstacles facing the dealcoholised wine sector. While interest is rising among producers and consumers alike, questions remain about how best to ensure quality, transparency, sustainability, and regulatory compliance as this market develops. The Dewine project’s findings suggest that ongoing research and collaboration will be needed as Italy—and other wine-producing countries—navigate this evolving landscape.