Low-Alcohol Wines Could Reach Four Million Argentine Households as Interest Surges Despite Low Awareness

The third edition of “El Futuro del Vino Argentino” took place recently in Mendoza, Argentina, bringing together more than 300 industry professionals, experts, and business leaders to discuss the current state and future opportunities for Argentine wine. Organized by the Fondo Vitivinícola and the Corporación Vitivinícola, the event focused on global trends, changing consumer habits, and the challenges facing the local wine sector.

Speakers at the event included Guillermo Oliveto, Andrés Malamud, Yvette Van Der Merwe, and Carolina Nuñez. They addressed topics such as the rise of low-alcohol wines, the growing popularity of canned wine, and the need for innovation in response to shifting market demands.

Andrés Malamud, a political scientist and international relations expert based at the University of Lisbon, analyzed Argentina’s position in a world marked by demographic, geographic, and technological disruptions. He noted that while Argentina has long sought stability, it now faces this challenge in a global context that is itself unstable. Malamud pointed out that President Javier Milei’s decision to align with the United States rather than Asia—despite Asia’s demographic weight—reflects a strategic choice. He suggested that Argentina could become a stable outpost in an otherwise volatile world, potentially turning its geographic distance from major geopolitical conflicts into an advantage.

Carolina Nuñez, a consultant with WorldPanel By Numerator specializing in mass consumption trends, presented new data on Argentine households’ beverage choices. Her research tracked 5,300 households and found that wine remains the second most popular alcoholic beverage in Argentina after beer, with a 72% household penetration rate. However, both wine and beer have seen declines in purchase frequency despite recovering their pre-pandemic buyer bases.

Nuñez highlighted the rapid growth of non-alcoholic beer in Argentina. In just four years, its market penetration has quadrupled. Seven out of ten buyers now choose non-alcoholic beer for occasions when they do not want or cannot drink alcohol. This trend is supported by competitive pricing and strong promotional activity.

Turning to low-alcohol wines—a category still relatively unknown among Argentine consumers—Nuñez reported that only two out of ten people are familiar with these products. Yet nearly half expressed interest in buying them. The study estimates there are about four million potential buyer households for low-alcohol wines in Argentina. One in four would even be willing to pay more for these options. Health concerns are the main reason consumers consider low-alcohol wine, while worries about losing enjoyment or changes in taste compared to traditional wine remain barriers.

Guillermo Oliveto, a business strategy consultant, discussed consumer attitudes toward innovation in wine. He noted that while awareness of low-alcohol wines is low, their perceived benefits—such as being lighter, fresher, lower in calories, and less likely to cause drowsiness—are clear to those who know them. Presenting these benefits can shift perceptions positively and open up new consumption occasions and customer segments.

Oliveto also addressed the surge in canned wine sales. He attributed this growth to factors like convenience, individual serving sizes, and variety. Canned wine is especially popular among younger consumers seeking a more casual drinking experience.

Yvette Van Der Merwe, president of the International Organisation of Vine and Wine (OIV), spoke about sustainability and innovation as central challenges for the global wine industry. She emphasized that climate change requires producers to adapt quickly and called on industry leaders to invest in understanding new consumer perspectives using scientific approaches. Van Der Merwe argued that Argentina is well positioned to turn global challenges into opportunities by focusing on premiumization, sustainability initiatives, and strategic trade partnerships.

Throughout the event, speakers agreed on the importance of listening to consumers and adapting business strategies accordingly. They stressed that clear communication about product benefits and targeted marketing will be key for expanding categories like low-alcohol wines.

“El Futuro del Vino Argentino” provided a platform for sharing data-driven insights and fostering collaboration across different areas of expertise within the industry. Organizers plan to make recordings of all presentations available online for those interested in further exploring these topics. The forum continues to serve as an important meeting point for stakeholders seeking to navigate both local realities and international trends shaping Argentine wine’s future.