A restaurant employee pours a glass of white wine at a table with glasses of red wine.
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With mindful drinking becoming popular, global beverage manufacturers are looking into alternatives.

Report: Rise of 'Sober Curious' Movement to Drive Sales of Non-Alcoholic Wine

Is binge drinking becoming less mainstream?

As per a recent study by a market research and competitive intelligence provider, the global non-alcoholic wine market is projected to surge at a compound annual growth rate (CAGR) of 10.4 percent and top a valuation of $4.5 billion by 2031.

Until recently, alcohol intake was thought to be a binary choice between drinking alcohol or drinking water. However, the global beverage industry has witnessed the emergence of a new population looking for a reasonable balance. The phrase “sober curious” first appeared in Ruby Warrington's book of the same name in 2018. The sober curious population uses alcohol to unwind after a stressful week, but consumers are concerned about the influence of alcohol on mental health, which has led to mindful drinking.

A study of 10,000 young people conducted at the University College London discovered that non-drinking is becoming more accepted, while binge drinking is becoming less mainstream. Researchers also discovered that 29 percent of 16–24-year-olds were non-drinkers in 2016, while binge drinking rates declined from 27 to 8 percent during the same period. However, the sober curious trend is not limited to a single generation. According to studies, older generations are also attempting to minimize their alcohol consumption. The trend is likely to gain traction as a result of growing health concerns, both, physical and mental, associated with alcohol intake.

With mindful drinking becoming popular, global beverage manufacturers are looking into alternatives, and several others have emerged to create alcohol-free beverages that would fit in with a trendy cocktail menu. For instance, it is expected that non-alcoholic wine manufacturers claiming to be environmentally friendly will proliferate over the coming years.

Key Takeaways from Market Study

The U.S. is estimated to account for more than 83 percent of the North American market, supported by growing number of mindful drinkers in the country.

China is estimated to account for 47.6 percent of the East Asian market share, driven by a strong supply chain.

Italy is one of the potential markets in Europe, accounting for 15.2 percent of the value share, owing to high consumption wine and wine products.

Still wine is anticipated to hold nearly 73 percent of the market share, but sparkling wine is expected to witness higher growth at a CAGR of 11.1 percent over the 2021 to 2031 forecast period.

The alcohol-free wine market reflects around 78.3 percent of the market share, owing to its health benefits, and is estimated to surge at 11.3 percent CAGR.

“Introduction of a broad range of novel non-alcoholic wine products and increasing emphasis on health benefits associated with mindful drinking are estimated to boost market growth over the decade,” said a lead analyst.

Who is Winning in the Marketplace?

Advent of efficient and user-friendly distribution channels such as Internet retailing is one of the factors expected to drive market expansion. Several recognized brands of non-alcoholic wines are available on e-Commerce websites such as Amazon, Dan Murphy's, and Better Rhodes, among others.

2021 witnessed the launch of The Dry Goods Beverage Company, an online platform for non-alcoholic wine and other beverages.

Some of the leading companies offering non-alcoholic wines are Schloss Wachenheim, Australian Vintage Limited, Treasury Wine Estates, Sutter Home Wine Estate, Miguel Torres S.A, DGB (Pty) Ltd., Navarro Vineyards, Bodega La Tautila, Grüvi, Chateau Diana Winery, Hill Street Beverage Company Inc., Ariel Vineyards, Neobulles SA, Thomson and Scott, Giacobazzi A.e Figli srl, Pierre Chavin, Weingut Leitz KG, and San Antonio Winery (Stella Rosa).

Nandini Roy Choudhury is the Senior Research Manager Food & Beverage and Consumer Goods domain at ESOMAR-certified market research and consulting firm Fact.MR, headquartered in Dublin, and has offices in UAE and India. The insights presented here are from a report on Non-Alcoholic Wine Market by Fact.MR.