Italian production of Nolo wines (both alcohol-free and low-alcohol) is expected to grow strongly. According to a study by the UIV-Vinitaly Observatory on nearly all Italian companies producing or developing lines of alcohol-free wines, presented yesterday at Vinitaly, the estimated production increase is 90%, with exports accounting for 91% and the bulk of sales recorded in the retail channel (77%). Furthermore, half of the sample intends to start production in Italy. Alcohol-free wines are slightly more prevalent among the product lines (54%), with a significant increase in the “wine-based beverage” option, which has jumped from 3% in 2025 to 27% today. Among traditional markets, North America (USA and Canada) is the primary target, as are the DACH countries (Germany, Austria, and Switzerland). Among new and emerging markets, however, the responses converge on certain countries (Mexico, Poland, but also China) and regions, led by the Middle East and Africa.
“In 2025,” reads a statement from UIV, “in Germany, the United Kingdom, and the United States, Nolo wines generated sales in large-scale retail trade of over €1.2 billion, equivalent to 160 million bottles sold. These numbers are still low, but they are starting to represent a significant market share for dealcoholized wines, a segment that this year sees its production debut in Italy after years of legislative stalemate. Italy, which until now has directed its dealcoholized production abroad, is therefore starting with a temporal handicap, which is reflected in its market share (around 2.5%), but the context is set to change.”
Analyzing global demand for Nolo, the Observatory’s analysis, based on Nielsen-IQ and IWSR, reveals fairly diverse trends, both by alcohol content and product type, with alcohol-free wines growing, while low-alcohol products are declining. In particular, sparkling wines—in the “zero” category – are demonstrating a better understanding of the positive market trends than other categories: in the United Kingdom (+24%, +17% for Italian products) and in the United States (+15%, with Italy at +200%).
Among the reasons driving this choice, health-related responses remain stable – and still the majority – while those related to increased product quality and greater awareness of the category as a whole are growing (35%). “But the issue of taste,” said Paolo Castelletti, Secretary General of the UIV, “still represents a brake on consumption for 25% of potential customers. This share is gradually decreasing in direct proportion to the quality of production, which can only improve. This is where Italy plays its decisive role. This segment of the supply chain, that of alcohol-free wines, remains open both among teetotal consumers – with Generation Z (under 28) who in Great Britain and the US already prefer them to beer – and among regular wine drinkers, who in certain situations prefer not to consume alcohol.”
These trends are not yet seen in Italy, where traditional consumption is deeply rooted. The analysis finds that 94% of non-alcohol consumers say they haven’t purchased a non-alcoholic beverage in the last six months, a figure that rises to 98% among younger consumers and drops to 89% among older consumers. Among the reasons for consumption, driving is the top priority (50%, 56% among Generation Z). And even when looking at out-of-home dining, the spark hasn’t yet ignited. 71% of restaurants surveyed by the Fipe-UIV “Wine & Catering” Observatory in collaboration with Vinitaly said they weren’t interested in adding alcohol-free wines to their menus, while only 3% said they’ve already successfully listed them.
“It’s important for Vinitaly to seize every business opportunity – said Federico Bricolo, President of Veronafiere – . “That’s why, together with Unione Italiana Vini, we’ve developed NoLo Vinitaly Experience, an area dedicated specifically to no- and low-alcohol wines, with specialized exhibitors and a structured calendar of tastings and masterclasses.”
