No & Low Wines: Italy Can Stand Out Through Identity-Driven Products, says Federvini

A few months after the finalization of regulations for de-alcoholized wine production in Italy, several companies are already investing in proprietary and third-party plants. While awaiting the latest Uiv-Vinitaly data on “No & Low” consumption trends in Italy, we spoke with Gabriele Castelli, Director of Federvini, to understand how the industry is navigating this shift.

Mr. Castelli, what is Federvini’s stance on de-alcoholized wines?

The issue of de-alcoholized and partially de-alcoholized wines represents a significant opportunity for market evolution and protection. Thanks to the interministerial decree (MEF-MASAF) published in December 2025, production in Italy is now possible within a certain regulatory framework. We now have a clear legislative structure: not to turn wine into an industrial commodity, but to allow our companies to compete effectively with foreign partners. This allows us to leverage Italian oenological expertise in a high-growth segment and strengthen our supply chain’s presence in this new market. Early evidence shows strong interest, particularly from export markets, alongside a progressive expansion of the offering.

Is there a risk of “denaturing” the product in favor of organoleptically standardized production?

The risk of losing the product’s soul can be avoided through quality and transparency. We shouldn’t be afraid to call it “wine,” as long as we can communicate that these products involve the same technical expertise and supply chain care as our traditional labels. The challenge is responding to global consumption dynamics: international markets, especially younger demographics, are demanding reduced or zero-alcohol products. While it is often assumed the target audience is primarily younger, trend-sensitive consumers, we will only be able to assess this accurately once the first market data is analyzed.

De-alcoholized wines remain divisive, whereas there is a broader openness toward naturally low-alcohol wines.

Naturally low-alcohol wines are a segment much closer to the traditional logic of our supply chain. These are wines that do not undergo de-alcoholization processes; they are designed to meet these parameters starting right from the harvest in the vineyard. Because they don’t undergo extraction processes, they better preserve the integrity of the link to the territory and the GIs (DOC/IGT), offering an ideal synthesis of our identity and new market demands. Their flavor profiles remain closer to our classic products, and terroir factors are better preserved. Furthermore, this category can utilize geographical references—provided the wines meet the minimum parameters of the production codes—representing the clearest point of differentiation in positioning this offer.

Can Italy recover the competitive gap created by previous regulatory delays compared to other European competitors?

Italy possesses an inimitable wealth of qualitative excellence and vineyard experience. If we can develop technical innovation while respecting our identity and position ourselves as quality leaders in this new segment, we can overcome the production disadvantage. The challenge lies in leveraging our heritage to secure new market segments, ensuring consumers have a diverse offering that maintains continuity with the excellence of “Made in Italy,” all while closely monitoring market responses in the coming months.

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