“Better for You” Wines Surge by One Third in U.S. as Global Market Set to Hit $484 Million

Wines with fewer calories and lower alcohol content are gaining ground in the United States and around the world, as consumers increasingly seek healthier options. The trend, known as “better for you,” is driving changes in the food and beverage industry. This segment focuses on products with healthier ingredients, reduced calories, and sometimes lower alcohol levels. The movement has already transformed categories like beer and is now influencing wine producers, distributors, and retailers.

According to Paulo Amalfi, wine manager at Casa Flora, a major importer and distributor, the demand for lower-calorie beverages is growing internationally. He points out that this shift is part of a broader change in consumer behavior, with people becoming more conscious about what they consume. The global market for “better for you” alcoholic beverages was valued at $197 million in 2023. Projections indicate it could reach $484 million by 2034, with an annual growth rate of 8.5 percent.

In the United States, wines labeled as “better for you” saw a volume increase of one third in 2022 alone. This growth is not limited to low-calorie wines. Non-alcoholic wines are also becoming more popular, opening new opportunities for retailers. As more consumers look for healthier choices, supermarkets and wine shops are adjusting their offerings to meet this demand.

Retailers are also rethinking how they present wine to shoppers. Amalfi explains that organizing wine displays based on consumption occasions can help customers, especially those less familiar with wine, find what they want more easily. Moving wine out of traditional aisles and into other parts of the store can make it feel more accessible and less intimidating. This approach aims to connect wine with everyday moments, making it a more inviting option for a wider range of shoppers.

Another strategy gaining traction is creating experiences at the point of sale. Amalfi notes that consumers are looking for more than just products—they want unique experiences when they shop. Casa Flora has responded by launching special activations for the Sexy Fish wine brand. One example is the Wine Party Bus, a mobile tasting event that travels to different retail locations. The bus features playful branding and offers customers a chance to sample wines in a relaxed setting.

The Wine Party Bus visited select stores in July and August, including Comercial Esperança, Roldão, Covabra, and Dalben. Casa Flora reports that the activation increased store traffic and boosted sales of Sexy Fish wines. The company extended the campaign for another month and is planning more events beyond the traditional winter wine season.

Digital strategies have also played a role in expanding the reach of these activations. With Brazil now ranking third globally in online wine sales, Casa Flora has used digital channels to amplify the impact of its in-store events. Retailers say these experiences help customers connect with brands and encourage repeat purchases. Patrícia Glorigiano, marketing manager at Comercial Esperança, says the Wine Party Bus was so successful that the company is considering additional dates for the event.

Store managers report that even customers unfamiliar with Sexy Fish wines were willing to try them during the activation. Anean Saraiva, manager at Covabra’s Eloy Chaves store in Jundiaí, says that immediate sales increased on event days, and many customers returned to buy more after their initial tasting.

As the “better for you” trend continues to grow, wine producers and retailers are exploring new products and marketing strategies to meet changing consumer preferences. Options with lower alcohol content are under development, and companies are looking for ways to make wine more approachable for everyone. The movement is expected to keep expanding, offering more choices for health-conscious shoppers and new opportunities for the wine industry.