What will the wines of the future be like? Alcohol-free, organic, and low-alcohol.

Udon's headquarters are located on the fifth floor of one of the modern, glass-clad skyscrapers on the Poblenou coast. Hidden inside is the laboratory where the chefs of this Catalan chain of Asian restaurants create their recipes. These dishes, if successful, will be added to the menu, which varies depending on the season. "In summer, we offer fresher and lighter options, but we maintain taste and originality as the cornerstones of the experience," explains Alberto Gómez, Director of R&D. He said this while addressing a table full of journalists and suppliers, whom Udon has invited to taste the offerings for the warmer months of the year. This time, the presentation is special because each dish will be paired with one of the wines from Família Torres, the winery they have been working with for years.

Upon arrival, Sergi Castro, sommelier and Torres ambassador since 2011, served each of us a glass of white wine. The bottle was wrapped in a white napkin, and everyone played a game of guessing the variety. The wine was delicious, but no one could guess the answer. "You can drink as much as you want; you don't have to suffer at all," Castro told the diners as he removed the cloth covering its label. There were expressions of surprise: it was Natureo 0.0, the range of alcohol-free wines with which Torres hopes to launch a rapidly growing niche product: dealcoholized wines.

Towards 'mindful drinking'

"It's been a long time since We see a clear trend towards moderation, not only among young people, but also among those who are looking for alternatives, healthier and more responsible options," Mireia Torres, R&D director at Familia Torres, told ARA. It is a growing global phenomenon that, in English, is called mindful drinking (drink consciously). This has led the group to invest in a new winery dedicated to producing alcohol-free wines. However, despite the explosion in popularity of dealcohol-free wines just beginning, Torres has been producing wines for over twenty years. "In 2004, we detected a budding interest in a more balanced and healthy lifestyle, which included low-calorie and alcohol-free beverages," Torres recalls.

It was then that she proposed to her father that they create a dealcoholized wine. Despite her initial surprise, he gave her free rein to experiment. After several trials and much searching, she found what she was looking for. "In 2008, we launched the first Natureo and became pioneers in Spain in this field," she explains proudly. Since then, they have continued perfecting the technique and expanding the range to adapt to changing consumer needs.

Other wineries have followed suit. One example is Gallina de Piel. "Today's consumer is looking for options that maintain pleasure and quality but with less alcohol, less sugar, and a more groundbreaking image," confirms Guillem Sanz, CEO and co-founder of the business. They've adapted with offerings like Neverwine White Alabriño, launched last year, and Neverwine Red Garnacha, which will be launched next month. They'll continue their commitment with a third wine, Neverwine Sparkling Rosé, a sparkling rosé that will be released at Christmas, according to ARA exclusively. "They're a creative response to the paradigm shift in consumption: we're committed to new formats, powerful aesthetics, and communication that connects emotionally with new generations," he continues. But what business opportunity does investing in dealcoholized wines really represent?

The market, in numbers

The data shows that this is a sector with strong growth prospects. Calculations by the consulting firm Horizon estimate that dealcoholized wines will generate revenue of $2.265 billion in 2023 and predict an annual growth rate (CAGR) of 7.6%. By 2030, the niche will generate $3.779 billion. In Spain, the trend will be similar, albeit with more moderate growth: from $37.6 million in revenue in 2023, it will rise to $52.6 million in 2030, with a CAGR of 4.9%.

Of course, producing it isn't simple. "The process of making a dealcoholized wine involves considerable technical challenges, because alcohol not only invigorates, but also gives body and texture to the wine," explains Mireia Torres, R&D Director at Familia Torres. Ensuring that the glass maintains sensorial balance despite eliminating alcohol requires a comprehensive approach that begins in the vineyard. "It's essential to carefully select the varieties and plots we're working with," she adds. To eliminate alcohol, Torres uses the rotating cone column technique, a physical method with very low thermal impact that captures and preserves the most volatile aromas. "It allows us to preserve the essence and character of the varietal," she explains.

At Gallina de Piel, they agree on the main challenge: maintaining sensory balance after the dealcoholization process, which often impoverishes aromas and texture. To achieve this, they have worked closely with specialized dealcoholization technicians to find the optimal time and method to preserve the aromatic expression of the base wine. "The main learning has been understanding that it is necessary to rethink the product from the ground up, not simply remove the alcohol," explains the winery's co-founder.

Who wants non-alcoholic wine?

According to the first scientific study conducted in Spain on the dealcoholized wine market, interest in this type of product is very high, especially among women and younger generations. The study, coordinated by researchers from the University of León, reveals that 78 percent of consumers would be willing to taste alcohol-free wine, a percentage that rises to 87.5 percent among young people aged 18 to 35 and 84 percent among women. The analysis, based on 602 surveys, also reflects the new European regulations that allow labeling as came dealcoholized wines and confirms that it could unleash a true revolution in the sector. With all the data on the table, the study's authors emphasize that this is a niche with significant potential, opening up new opportunities for wine companies in a context marked by the search for healthier, more sustainable, and balanced products.

While non-alcoholic wine is still very difficult to find on supermarket shelves and restaurant menus, specialty stores confirm the explosion in demand. "We opened the store in 2020, and since then, demand hasn't stopped growing: we now have more than 100 items in our catalog, and it's become the most important product category, along with non-alcoholic beers," notes Andrea Mellado, co-founder of The Blue Dolphin Store, a Barcelona-based alcohol store owned by Beda Dolphin Store.

The advantages of 0.0

For Mellado, alcohol-free wine has many advantages: "Dealcohol-free wine is an option that allows you to enjoy a drink that resembles traditional wine, but avoids the negative effects of alcohol." He specifies that dealcohol-free wine gives you complete freedom of movement, doesn't cause a hangover, and doesn't alter your mood: "cheers- and it avoids the stigma associated with those who don't drink alcohol, who still have to constantly justify themselves." In terms of price, dealcohol-free wines can be found for around 8 euros.

A few weeks ago, The Blue Dolphin Store took a further step in promoting dealcohol-free wines: it organized its first tasting in Barcelona. It took place at the iconic Gelida Winery and featured four wines: the Oddbird Domaine de la Prade Rosé, the Nooh Sparkling Blanco, the Neverwine, and the Natureo red. "The wines we brought were very well received by the participants, who were eager to try an innovative beverage, and most were quite surprised by the quality," says Mellado.

At Gallina de Piel, they see the future of dealcoholized wines as very clear. "Zero-alcohol wines will be a new category in their own right—not a replacement—with growing demand especially in urban and international settings and among young people," Sanz predicts.

Sustainability, also on the rise

Aside from non-alcoholic wines, the other major trend in the sector is the commitment to sustainability. The Torres Group, for example, has been working on this for years. With initiatives such as the use of renewable energy, regenerative viticulture, and the reuse of almost half of the water used in the process, it has managed to reduce CO₂ emissions associated with the production of its wines by 40%, from the vineyard to the bottle, according to the company. Furthermore, it is committed to increasingly sustainable production and organic production. In this last aspect, Catalonia is one of the regions in Spain with the most organic vineyards: by 2023, 32,353 hectares had already been planted. In fact, in just five years, the area of organic vineyards throughout Spain has increased by 62%, and year after year, sales are growing by double digits. In 2023, organic vineyards already accounted for 18% of the total vineyard area in Spain, according to data from the Ministry of Agriculture.