The rising interest in a healthy lifestyle is driving significant growth in the NoLo (No Alcohol and Low Alcohol) wine market. This trend spans across multiple generations, each with unique motivations, creating a potential for expansion that is yet to be fully understood. Although research institutions have not yet established a specific category for NoLo wines, sales of Sauvignon Blanc and rosé wines are soaring.

The American Market and Interest in Healthier Products

In the United States, there is an increasing interest in wines and food products that are perceived as healthier. This trend is particularly pronounced among older consumers, who are becoming more health-conscious as they age, and among younger generations like Millennials and Generation X, who are inclined towards a more sustainable lifestyle.

Shifts in Consumer Attitudes and Conscious Choices

The shift in consumer attitudes includes greater respect for the environment, investment in quality rest, regular physical exercise, and a healthy diet. Within this context, there is growing appreciation for wines with lower or no alcohol content. However, obtaining precise data on low-alcohol wine sales is challenging, as many consumers also gravitate towards beer and ready-to-drink beverages within the same segment.

Versatility of NoLo Wines

Consumers of NoLo products, which include both “No Alcohol” and “Low Alcohol” wines, often purchase regular wines as well. Additionally, the demographic group that chooses NoLo wines is also showing increased interest in wines with lower residual sugar content, reflecting a growing awareness and attention to healthy and sustainable choices.


The NoLo wine market represents a growing trend driven by changing consumer preferences towards healthier and more sustainable lifestyles. With increasing attention to health and wellness, low-alcohol and low-sugar wines are gaining popularity, promising continuous expansion in this dynamic sector.


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