Montelvini unveils 6.5% ABV Spritz and targets Wine on Tap premiumization

Gruppo Montelvini, a leading producer of Asolo Prosecco DOCG, has spent several years diversifying its portfolio. This strategy has led to a significant entry into the No & Low Alcohol segment and the promotion of wine in kegs for the Horeca channel—a move designed to offer the hospitality industry a concrete solution to the current consumption crisis. Specifically, regarding bulk wine, the objective is to drive the branding of wine on tap, moving past the diminishing concept of generic “house wine.”

At the beginning of October 2025, the Group launched Montelvini 0% Alcohol Free Sparkling across Horeca and e-commerce channels. The launch phase saw 6,000 bottles sell out within just three weeks. “It was the best-selling product on our e-shop during its launch month,” says Sara Feltrin, the company’s Marketing Manager. “This innovation has proven strategic in buffering the physiological drop in demand for traditional wine seen every January, tapping into consumers participating in Dry January or those seeking low-calorie options after the festive season.”

With a residual sugar of 3.4g/100ml (comparable to an Extra Dry) and only 15 kcal per glass (versus approximately 90 kcal for a standard Prosecco), Montelvini’s alcohol-free offering is not just for teetotallers. It is positioned as a viable alternative for those looking to moderate their alcohol intake during an evening or throughout the year.

An accessible alcohol-free wine

From a technical standpoint, the base is a blend dominated by Riesling, chosen for structure and acidity, with the addition of Moscato and other varieties. The dealcolization is achieved through the spinning cone column technique, currently performed in Germany. Gruppo Montelvini directly manages the subsequent sparkling and bottling phases. The packaging reflects attention to accessibility: the product is bottled in a Collio bottle, featuring a lower glass weight than standard sparkling wines, with a suggested retail price of €9.50. The goal is to keep the reference accessible while ensuring a premium aesthetic suitable for the on-trade.

Wine in kegs is not a taboo

The move toward lower alcohol content also involves Monvin, the Group’s line dedicated to kegged wine. In early 2025, the company introduced Prodry (a multi-varietal white, Charmat method) in a low-alcohol version (8% ABV), joined by the Spritz on tap (6.5% ABV) launched post-Vinitaly 2025 for the Horeca channel.

The provocation: wine in kegs arrives in bottles

From May 2026, the company will bring the Monvin line (three whites, one rosé, and two reds) into bottles, initially for export markets, to demonstrate that the product quality is identical

“It is a provocative way,” Feltrin explains, “to dismantle the prejudice that kegged wine is unbranded or poor quality.”

Abroad, where the premium keg culture is already established, restaurateurs will be able to offer the same product both on tap and in bottles, proving qualitative equivalence. In the Italian market, still characterized by consumer skepticism toward bulk wine, the company will—for the time being—only reserve the bottled version for the Spritz.

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