Moving Beyond the Mimicry Effect to Engage Sober-Curious Consumers

Regular consumption of non-alcoholic or reduced-alcohol (NoLo) beverages in Italy currently stands at 9% among Gen Z and 4% among Millennials. This is the picture painted by a survey conducted by Ipsos Doxa for Mionetto across a sample of 525 respondents, evenly split between the two age groups. Only 29% in both cohorts claim to know precisely what the category entails. The remaining majority is split between those with a vague idea (41% of Gen Z and 45% of Millennials) and those who only recognize the name superficially (18% and 20%, respectively).

In terms of direct experience, roughly two out of three respondents have tried a NoLo drink at least once in their lives. However, trial remains heavily concentrated in non-alcoholic beer, cited by 39% of the sample. Products such as spirit alternatives or alcohol-free wine post significantly lower trial rates—standing at 13% and 10% among younger consumers, and 10% and 6% among Millennials. Furthermore, a substantial proportion of those who have sampled these products—29% of Gen Z and 36% of Millennials—state that the experience failed to meet their taste expectations.

Purchasing Barriers

An analysis of purchasing barriers sheds light on the reasons behind non-consumption. The primary driver, shared by 42% of non-intenders in both age groups, is a fundamental lack of interest in drinks perceived as mere imitations of alcohol, coupled with skepticism regarding taste performance (36% for Gen Z, 39% for Millennials). Among under-26s, distribution constraints also surface, with 16% pointing out that they do not know where to find these products, alongside social factors—12% admit they do not want to appear as the odd one out at the table. Among Millennials, a straightforward preference for traditional alcoholic drinks predominates (32%).

For the consumer base that does opt for low- or no-alcohol options, key drivers vary significantly by age. Gen Z favors NoLo options primarily during social gatherings and aperitivo with friends (30%), driven by the desire to enjoy the evening without overindulging (24%) and an appreciation for the taste profile (24%). For Millennials, adoption is predominantly functional and logistical: the primary occasion reported is needing to drive (36%), closely followed by dining out (32%).

Mionetto’s Brand Strategy for Positioning Alcohol-Free Offerings

Against this market backdrop, Mionetto’s strategic approach—which offers valuable insights for both wine producers and the broader beverage sector—focuses on capturing growth in this emerging segment without diluting its core business.

Addressing the finding that 42% of prospective consumers see little point in a product that simply mimics alcohol, the historic winery based in Valdobbiadene positions its Mionetto 0.0% Alcohol Free and Mionetto Aperitivo Alcohol Free ranges not as second-best alternatives, but as standalone offerings with a clear identity and flavor integrity. As explained by Fabio Boldini, Chief Commercial Officer Italy at Mionetto, the objective is not to convert traditional wine drinkers, but to expand consumption occasions and engage the growing sober-curious movement.

Practically speaking, this means capturing the dynamic aperitivo occasion among Gen Z while catering to pragmatic needs (such as driving) for Millennials. The route-to-market strategy operates on a dual track: leveraging retail channels to capture accessible, everyday purchases, while simultaneously driving NoLo mixology in the On-Premise/Ho.Re.Ca. channel by integrating non-alcoholic bases into bar menus for peak aperitivo hours.

By leveraging its core brand equity, the producer lends credibility to this fast-growing category—a strategy reflected in its commercial performance, with year-on-year sales increasing by +112% as of May 2026.

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