Non-Alcoholic Wines Gain Ground as Global Drinking Habits Shift

At the Wine Paris trade show this week, a growing number of producers showcased zero- and low-alcohol wines from Europe, South Africa, Australia, and New Zealand. These products were presented alongside traditional alcoholic beverages, reflecting a shift in consumer preferences. Slogans such as “no alcohol, no regrets, no consequences” and “drink differently” were visible throughout the event, signaling an industry eager to adapt to changing habits.

Justine Bobin, who traveled from Burgundy to attend the fair, is among those driving demand for non-alcoholic options. As a teetotaler in France—a country where wine and beer remain central to social life—she has often felt excluded from gatherings. Bobin, who is Muslim, said that non-alcoholic drinks help bridge the gap between drinkers and non-drinkers. She sampled several varieties at the trade show, searching for new products to offer in her delicatessen back home. “It allows us to share a moment with people even without drinking alcohol,” she said. “They can drink if they want, but we can still share a drink, toast with them. It offers an alternative for everyone and brings people together.”

France’s relationship with alcohol has changed significantly over the past 50 years. National statistics show that alcohol consumption has dropped sharply since the 1960s. The tradition of drinking wine with every meal has faded for many adults, and younger generations are less likely to drink regularly or heavily. This trend is not unique to France. In the United States, surveys indicate that fewer people are drinking alcohol each year. Similar patterns are emerging in other major markets.

The beverage industry is responding to these shifts. Heineken announced this week that it will cut up to 6,000 jobs worldwide by 2028 after reporting a decline in beer sales last year. However, the company’s low- and no-alcohol products saw double-digit growth in 18 markets. Other producers at the Paris trade show reported similar trends.

Katja Bernegger, an Austrian producer of non-alcoholic wines, said that demand is being driven by health-conscious consumers who want to avoid hangovers and maintain their routines. Bernegger began exploring non-alcoholic wine options when she was pregnant and missed the taste of wine at social events. “You’re there with your orange juice or your Coke. You’re left out,” she said. “You have to explain why you’re not drinking.” She believes that sophisticated non-alcoholic alternatives are needed so that everyone can participate fully in social occasions.

The French government is also taking steps in response to declining demand for traditional wines. Authorities are offering payments to winegrowers who agree to uproot their vineyards as part of efforts to reduce surplus production.

Producers at the trade show emphasized that low- and no-alcohol beverages are not just a passing trend but a response to lasting changes in how people socialize and consume drinks. For many attendees like Bobin, these products represent more than just an alternative—they offer a way for everyone to feel included at the table.