The Italian Government does not recognize alcohol-free wines as “wine”, but their popularity is growing at a rapid pace in the market. While the Minister of Agriculture, Francesco Lollobrigida, does not provide incentives to promote them, Italian companies are asking for a change of direction. These wines, produced abroad due to lack of national regulation, could represent a market opportunity still unexplored in the Bel Paese.

Vinitaly 2024 hosted a round table dedicated to “Dealcohols & Co – The new frontiers of wine”, where the growing interest in these products was discussed. Analysts highlight significant market potential, especially among young people and health-conscious consumers. However, Italy remains behind other European countries and the United States in the processing and marketing of dealcoholized wines.

Evolving tastes and growing health awareness are driving demand for low-alcohol and alcohol-free beverages. Sales of alcohol-free wines are increasing in both volume and value, with an average price slightly higher than traditional wines.

The cooperative sector looks with interest at this new market opportunity, underlining the importance of clear and timely regulation to encourage the development of the dealcoholized wine supply chain. The objective is to satisfy the needs of consumers, especially young people, without losing sight of international market opportunities, even in countries where alcohol intake is limited for cultural or religious reasons.

The future of alcohol-free wines in Italy will depend on the ability of the government and companies to adapt to new consumption trends and seize the opportunities offered by this growing market segment.


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