A group of high-level experts has advised the European Commission to rethink its approach to the rapidly growing market for low- and no-alcohol (NoLo) wines. In a set of proposals released this week, the group called for measures that would make it easier for producers to innovate within the alcohol-free wine segment—a market now seen as crucial to the future of the wine industry.
The so-called High-Level Group on EU Wine Policy was created in May to assess challenges affecting Europe’s wine sector, including a consistent decline in domestic wine consumption and the instability of key export markets. Their recommendations highlight the need for the wine industry to embrace evolving consumer preferences, particularly the rising demand for healthier alternatives such as NoLo wines.
In its report, the group strongly recommended that the EU revise its legal framework to help wine producers cater to changing tastes. This includes encouraging the production and marketing of partially and fully de-alcoholised wines—products with significantly lower or no alcohol content—along with other more “accessible” wine options.
The process of dealcoholisation, which removes alcohol from wine, has improved dramatically in recent years. Now, winemakers can produce wines with lower alcohol levels (10-12%) or almost no alcohol at all—what are now known as NoLo wines. While the beer industry has already embraced non-alcoholic options with great success, the wine industry has been slower to innovate in this area. However, the global NoLo beverage market has surged in recent years, reaching $13 billion in 2023, a 62% increase since 2018.
The group’s recommendations stress the importance of updating the EU’s regulatory framework to include clear definitions and standards for NoLo wines. This includes everything from oenological practices (the science of winemaking) to packaging and labelling. Such changes would make it easier for producers to develop and market these wines across Europe.
In a potentially groundbreaking move, the group also suggested that the EU could fund promotional efforts to increase the visibility and acceptance of NoLo wines. A proposal to actively promote these products would have been unthinkable just a few years ago, but with growing consumer interest in alcohol-free options, the group believes it is now essential to drive demand.
However, this proposal is not without controversy. The European Federation of Origin Wines (EFOW) has already expressed concerns, warning that the promotion of NoLo wines could undermine the tradition and integrity of Europe’s long-established wine culture.
The wine sector is facing a crisis, despite years of strong sales and increasing exports. Agriculture Commissioner Christophe Hansen, speaking at the group’s latest meeting, pointed out that the industry is grappling with unsold wine stocks—especially in the red wine segment—as well as sluggish demand post-COVID, economic uncertainty, and volatility in international trade. Furthermore, adverse weather events and trade disputes have added further strain, resulting in higher tariffs in key markets.
The High-Level Group’s proposals also include recommendations for addressing these urgent challenges, calling for emergency measures to help producers cope with economic and climate-related crises, as well as strategies to mitigate trade disruptions that lead to increased duties on European wines.
The group’s endorsement of NoLo wines marks a significant departure from previous policies. Back in 2018, when the EU considered allowing wines with Protected Designation of Origin (PDO) and Protected Geographical Indication (PGI) status to undergo dealcoholisation, the idea faced strong opposition. Many feared that such reforms would lead to the “watering down” of traditional European wines.
However, as consumer habits continue to shift toward healthier and alcohol-free options, the wine industry risks falling behind if it fails to adapt. The success of NoLo products in other sectors, such as beer, and the increasing demand for alcohol-free options in markets where alcohol consumption is restricted—such as in parts of the Middle East and Southeast Asia—highlight the potential for NoLo wines to tap into new and lucrative consumer bases.
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