No & Low Alcohol Wines: Consumers Reward Transparency

What are the characteristics of dealcoholized or low-alcohol wines? And which of these are considered positive attributes by consumers? These questions are answered by the research “The current scenario of totally and partially dealcoholized wines: market supply and value determinants through a hedonic price analysis,” coordinated by Antonio Seccia from the University of Foggia and conducted as part of the Prin DeWine project, funded by PNRR funds.

No-alcohol wines: which characteristics are disclosed to consumers?

The survey examined the offerings on the websites of 107 companies that produce and sell dealcoholized or low-alcohol wines, for a total of 586 references.

• 25% of the companies are located in Germany;
• 25% are in Italy;
• Followed by Spain, France, the United States, and other countries.

The analysis revealed that the highest prices are found in the United States, while Italy has an average price of 15 euros/liter.

In more than a third of the product descriptions, the country of origin of the grapes is not indicated; when present, it primarily comes from France and Italy. One-third of the analyzed companies produce exclusively dealcoholized or partially dealcoholized wines, while the remainder also produces conventional wine. Furthermore, 20% feature Halal and organic certifications (or both), and 18% highlight having received an award or recognition.

Regarding the types of wine:

• More than half of the references are whites;
• The remainder is equally divided between reds and rosés;
• 58% are still wines, 38% are sparkling, and 4% are semi-sparkling (frizzanti).

What drives the value of a No/Lo wine?

The study utilized a hedonic price model to identify which attributes significantly influence the final price.
Information on the label A crucial finding for producers is that transparency pays off. Indicating the grape variety and the geographical origin of the grapes on the label or in the online description is associated with a higher price. This suggests that consumers perceive these wines as higher quality products, more “authentic” and linked to viticultural tradition, rather than mere industrial beverages.

The presence of organic or Halal certifications does not currently seem to have a significant impact on the final price. On the contrary, winning an award or receiving a professional recognition acts as a strong “quality signal,” justifying a higher positioning in the eyes of the consumer.
The sales channel also plays a fundamental role. Products sold through specialized portals (online wine shops) command significantly higher prices than those found on general e-commerce sites or producer websites. This highlights how a curated selection and a professional context increase the perceived value of the No & Low category.

From a geographical perspective, the “Made in” factor remains a powerful driver. Wines produced by French or Spanish wineries tend to maintain higher average prices compared to those from other countries, confirming the historical prestige of these nations in the global wine imaginary, even in the dealcoholized segment.
The research from the University of Foggia confirms that the No & Low Alcohol wine market is maturing. To increase value, companies should focus on transparency regarding the raw materials (variety and origin) and seek third-party validation (awards). Furthermore, choosing the right distribution partner—preferring specialized players—is essential to position the product in a high-value price bracket.

Transparency Note: The featured image and infographic in this article were generated using AI tools.