No- and low-alcohol wines increasingly strategic: here are the top Italian brands investing (and those who aren’t)

The world of dealcoholized and low-alcohol wines is gaining traction among top Italian brands (though not all of them). In Italy, where the Ministry of Agriculture, Food Sovereignty and Forests (Masaf) has given the green light to a category that currently accounts for around 1.5% of global wine consumption, Tre Bicchieri, the weekly publication of Gambero Rosso, has explored the perspectives of some of the biggest players (ranked among the top by revenue in 2024) with a strong international outlook, to assess their level of interest. For all of them, this segment is considered highly strategic, deserving attention and, as such, requiring thoughtful and targeted investments. Furthermore, there are no significant concerns that no- and low-alcohol products might cannibalize traditional wines. However, opinions diverge when it comes to the restriction imposed by the national decree, which excludes them from the DOP and IGP classifications. Some see this Italian decision as a limitation on competitiveness in international markets, while others view it as a necessary safeguard for traditional designations.

Interest from major wine groups

Those who already produce no- and low-alcohol wines and have, so to speak, tasted the market response—especially abroad—tend to be more open to the possibility of loosening the legislative restrictions on DOP and IGP classifications. The goal is to avoid giving competitive advantages to other countries, which—according to EU regulations—are only partially restricted from modifying IGP and DOP wines, provided their production guidelines are updated accordingly. Naturally, this group includes companies like Italian Wine Brands and Argea, which take a more pragmatic approach to the wine industry. On the other hand, cooperative wine organizations tend to be more cautious. Yet, some of Italy’s biggest wine producers have no intention of entering this category. Let’s take a closer look at what they have to say.

IWB launches three zero-alcohol products and advocates for IGP

Alessandro Mutinelli, President and CEO of Italian Wine Brands—a company celebrating ten years on the Milan Stock Exchange (selling 150 million bottles with a turnover exceeding €400 million)—announces the launch of three zero-alcohol wines in Central and Northern Europe under the Grande Alberone brand. “The first,” Mutinelli tells Tre Bicchieri, “will be a sparkling wine, followed by a still white and a still red. In Italy, distribution will initially be handled through our online store, Svinando.”

The category still represents a “growing niche, especially where offerings are already diverse, such as in Central and Northern Europe,” according to Mutinelli, who does not foresee risks of cannibalization: “They will likely be an alternative for those who have already chosen to avoid alcohol.” However, he insists on the regulatory limitations on DOP and IGP wines: “I would have left this option open, allowing each Protection Consortium to decide whether or not to permit zero-alcohol versions. Ultimately, the market will decide. If these products achieve significant success, the discussion will likely resurface. Otherwise, in a couple of years, no one will talk about them anymore.”

Alessandro Mutinelli, President e Ceo of Iwb

Argea’s investment in Germany

Another major Italian wine group, Argea, expects to close 2024 with slight growth, reaching €450 million in revenue and selling 180 million bottles. CEO Massimo Romani (previously interviewed by Gambero Rosso on this topic) recalls that Argea was the first Italian company to launch a full range of no-alcohol wines: “We currently have eight dealcoholized labels, produced in Germany, which have been very successful, particularly in international markets. In 2024, we sold out our entire production: 500,000 bottles across our Zaccagnini, Barone Montalto, Asio Otus, Gran Passione, and Doppio Passo labels. For 2025,” Romani announces, “we aim to increase production, though still within a niche market.”

Germany, the UK, and the Nordic countries are the most promising markets. The US is still off-limits as companies await clarity on FDA regulations. “The Italian market is still developing,” Romani adds, “but we see curiosity here as well. One thing is certain: our international competitors have already established themselves in this segment, and we intend to do the same.” Romani also highlights a key concern: “Not allowing us to be equally competitive could be a strategic mistake, even though significant progress has been made by our government over the past year, and we are heading in the right direction.”

Massimo Romani, Chief Executive Officer of Argea

Mezzacorona enters the no-low alcohol market

Francesco Giovannini, General Director of Mezzacorona (which closed the 2023/24 fiscal year at €212 million, down 2.5%, but with slight growth in the second half of 2024), explains that the Trentino-based cooperative has just started producing no- and low-alcohol wines, specifically Pinot Grigio and Pinot Grigio Rosé at 9% ABV for Italy, the US, and other international markets. “These products were only recently introduced,” he notes, “so reliable data isn’t available yet. However, we are seeing interest from both buyers and consumers, and we anticipate growth, though we will need more time for tangible results.”

Giovannini, General Manager of Mezzacorona

Cavit monitors the low-calorie wine trend

Cavit, another major Trentino-based wine group with €253 million in revenue for 2023/24, has been focused on the sparkling wine segment in the second half of 2024 and expects a stable 2025, though dependent on US tariff developments. Enrico Zanoni, General Director, explains that the cooperative—comprised of over 5,200 grape growers and 11 associated wineries—has already begun developing no-low alcohol projects in the US and is now “testing zero-alcohol solutions in other international markets.”

In particular, in the US, there is “a strong interest not only in low-alcohol content but also in lower-calorie wines, driven by health concerns. This is an interesting aspect we are monitoring.”

Enrico Zanoni (photo Daniele Panato/Agenzia Panato)

Caviro’s strong interest in no-low wines

While Caviro has yet to produce no-low wines, the company—reporting €385 million in revenue for 2023/24—plans to enter this market soon. General Director Giampaolo Bassetti believes that “the international competition must be taken into account, as foreign producers can use grape variety names on low- and zero-alcohol products, and EU regulations allow for partial dealcoholization of both IGP and DOP wines, unlike Italy’s current national policy.”

Giampaolo Bassetti, General Director of Caviro

Marchesi Antinori rejects no-low Wines

On a completely different note, Marchesi Antinori—which closed 2024 with €265 million in revenue (+7%) and forecasts +3% for 2025—firmly rejects the no-low alcohol category. CEO Renzo Cotarella states: “I don’t see the no-low alcohol category as an option for our company or our products. However, it is a rapidly growing market, particularly abroad, and could be an opportunity for Italian wine. The Masaf decree excluding DOP and IGP is appropriate, as it helps preserve tradition.”

Renzo Cotarella, CEO of Marchesi Antinori

Cotarella also suggests an alternative approach: “No-low wines could be a way to repurpose surplus production from common wines struggling to find a market, potentially preventing vineyard removals in regions where viticulture is the only viable economic activity.”

Although Antinori does not see a risk of traditional wine being cannibalized, Cotarella adds: “I would have preferred if these products weren’t called ‘wine.’ Unfortunately, that decision has been made, so a clear label definition is now necessary.”