Alcohol-free or “zero” wines are a trending topic with quite some potential. Kylie Minogue is launching her first non-alcoholic sparkling rosé wine of the same name, to be sold in British Tesco supermarkets, among other locations. “Zero” is also playing an increasingly important role in food service.
Increased health awareness and changing consumer behavior among Generation “Z,” i.e. 26- to 37-year-olds, are the main reasons for the trend. Growing health awareness may be a factor, with consumers opting for alcohol-free options on visits to pubs and bars as part of a moderate approach to drinking. Equally, generational shifts play a role, with 65% of members of Gen Z (those born between 1997 and 2012) expressing a desire to moderate their alcohol intake, according to a survey.
With its “World of Zero”, ProWein (March 19 – 21, 2023 in Düsseldorf, Germany) is picking up on this trend and proactively setting the stage for it. Whereas the non-alcoholic products were previously distributed throughout the exhibition halls at the stands of the corresponding producers, importers, and exporters, they will now be concentrated in one area in Hall 1.
“For our trade visitors from food service and retail this is the ideal platform to comprehensively, and above all efficiently, gather information on this segment,” explained Michael Degen, Executive Director Messe Düsseldorf, and adds: “This provides exhibitors with easier access to new buyers for their new products and allows visitors, in turn, to locate this new product group faster.” Thus, on the one hand, companies are represented in the “World of Zero” that are located in other halls with their main stand and are now additionally presenting themselves in this theme world. These include Schlumberger, Peter Riegel, and Schloss Wachenheim, to name a few examples. On the other hand, there are also exhibitors in the “World of Zero” who are exclusively represented there – such as Kolonne Null from Berlin or Manufaktur Jörg Geiger.
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