Alcohol-Free Rosé Gains Ground in Britain

Alcohol-free rosé is moving from a niche product to a meaningful part of the wine business in Britain, helped by better production methods, stronger branding and a consumer shift toward moderation rather than abstinence. Retailers and producers say the category is gaining ground because shoppers want drinks that feel polished and social, even when they are not drinking alcohol.

At Waitrose, sales of alcohol-free rosé rose 86% year over year, according to the retailer’s figures cited by industry sources. The growth has been led by brands including Codorníu, Nozeco and Torres Viña Sol. At Ocado, sales of still alcohol-free rosé increased 28% year over year, outpacing standard rosé, which rose 21%. The numbers suggest that the no- and low-alcohol segment is no longer being driven only by people who avoid alcohol entirely. More than 90% of nonalcoholic-drink buyers also purchase alcoholic drinks, according to NIQ data cited in the trade report.

The appeal is tied to changing drinking habits, especially among consumers who alternate between alcoholic and nonalcoholic drinks during the same evening. Industry executives describe that behavior as “zebra striping.” Luke Hemsley, founder of Wednesday’s Domaine, a no- and low-alcohol wine brand that makes a 0% rosé and sparkling rosé, said drinkers now expect flexibility without giving up quality or ritual. He said the wine category needs to reflect that shift.

Provence has become one of the main reference points for the trend. Victor Verhoef, global marketing director at Maison Saint Aix, said Provence rosé is well suited to alcohol-free production because its freshness and delicate fruit character survive dealcoholization better than heavier styles. He said the occasions for rosé — lunches, celebrations and casual gatherings — remain the same whether or not alcohol is present.

The broader market backdrop has also improved. NIQ estimates that the nonalcoholic drinks category is now a US$1 billion business. Laura Willoughby, co-founder of Club Soda, said quality has improved sharply in the past five years, especially in the last two. She pointed to advances in dealcoholization and aroma recovery technology, along with better base wines before alcohol is removed. In her view, today’s products offer structure and texture rather than something merely wine-like.

That technical progress is changing how producers approach the category. Familia Torres said its Natureo Rosé 2025 was named Spain’s best alcohol-free rosé at the 2026 Mundus Vini Non-Alcoholic Awards in March. Mireia Torres, the company’s director of innovation and sustainability, said awards help legitimize the category and speed acceptance in export markets. The family business is also building a dedicated winery for alcohol-free wines that is expected to be fully operational next year.

Producers are also paying closer attention to grape selection. Grenache, also known as Garnacha, has emerged as a leading variety for alcohol-free rosé because it can deliver bright fruit and freshness after dealcoholization. Torres switched its Natureo Rosé from Syrah and Cabernet Sauvignon to 100% Garnacha to create what it described as a paler wine with more convincing expression. Amanda Thomson, founder of Noughty, said her company uses organic Tempranillo from La Mancha for its 0% sparkling rosé because the grape gives ripeness, structure and red-fruit character that hold up well once alcohol is removed.

Some producers are going further by tying their products more closely to place. Château Léoube in Provence uses Grenache and Cinsault for its Forever Love 0% Rosé and 0% Sparkling Rosé after deciding that higher-quality base wine was essential. Jérôme Pernot, the company’s managing director, said earlier attempts with cheaper wines did not meet standards. French Bloom has taken a similar route by buying a 25-hectare estate in Limoux dedicated to 0% wines, including a rosé made from organic Chardonnay and Pinot Noir.

Sparkling styles have become especially important in the category because they fit celebration occasions and help replace some of the body that alcohol normally provides. Industry consultants say bubbles can mask some of the gaps that still wines face after dealcoholization. That has helped brands such as Wild Idol, French Bloom and Bolle position their products as premium alternatives for Champagne moments rather than direct substitutes for still wine.

Restaurants are helping normalize those products. Wild Idol sold nearly 4,000 bottles at The Dorchester last year, according to Matteo Furlan, head of wines there. Bolle has won placements at The Fat Duck and A Wong in London. At Murano in Mayfair, head sommelier Ladislav Edr said sparkling teas have become useful food-pairing options for diners seeking complexity without alcohol.

The trend is also broadening beyond wine into sparkling tea. Fortnum & Mason sells own-label rosé sparkling teas made with blends including Darjeeling, Silver Needle and Japanese Sencha. Edwina Watson, Fortnum’s wine buyer, said customers still want something elevated and adult when they are moderating their drinking.

For producers across Europe and Britain, the message from retailers is clear: alcohol-free rosé is no longer an afterthought. It is becoming part of core strategy as brands compete for shelf space, restaurant listings and consumers who want premium drinks with or without alcohol.