Sodamore Debuts New De-alcoholised Wine: Whitelover

Sodamore, the lifestyle brand co-founded by Italian actor Luca Argentero, is broadening its non-alcoholic portfolio with the launch of Whitelover, its debut de-alcoholised white wine. Following the success of its signature sodas and beers, this latest addition solidifies the company’s unique market positioning: viewing alcohol-free living as a catalyst for more authentic and mindful social connections.

While the “no-alcohol” sector is traditionally marketed through the lens of health or functional responsibility (such as designated driving), Sodamore flips the script. The brand transforms the choice to go alcohol-free into a proactive act of self-love and a deeper connection with others.

The Sensory Experience

Whitelover is crafted as a crisp, dry still white wine. Carefully selected from premium vineyards, the wine undergoes a meticulous de-alcoholisation process designed to preserve its identity, freshness, and aromatic personality. The result is a sensory experience that surprises with its intensity and natural feel—an authentic, approachable wine that rewrites the rules of non-alcoholic drinking.

“Our mission is simple yet powerful: to prove that you don’t need alcohol to share authentic moments; all you need is love,” says Luca Argentero, co-founder of Sodamore. “Our drinks are born from natural ingredients, rigorous research, and creativity to offer a fresh, conscious, and engaging drinking experience. Sodamore isn’t just a brand; it’s a message—an invitation to live sincerely, to care for yourself and others, and to rediscover the beauty in simplicity.”

Strategic Growth and Market Presence

The introduction of this de-alcoholised wine signals a major step in Sodamore’s expansion strategy. The brand’s products have already secured prime shelf space with major partners, including Eataly, All’Antico Vinaio, and Poke House.

“With Whitelover, we are further strengthening Sodamore’s presence in the non-alcoholic segment, a rapidly growing area with increasing consumer demand,” explains Giovanni Rastrelli, CEO of Sodamore. “The results we’ve seen with our soda and beer confirm a genuine appetite for high-quality products that offer a satisfying experience without the alcohol. This wine is another piece of the puzzle in building a competitive, comprehensive portfolio. In the coming months, we will continue to invest in new non-alcoholic offerings designed for those who want to toast with freedom, flavour, and awareness.”