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Wine Tourism: Why Wineries Should Offer Non-Alcoholic Options in Their Tasting Rooms

With the change in consumer behaviors to healthier and non-alcoholic choices, wineries need to find new opportunities, such as in their tasting rooms.

Wine tasting rooms are sanctuaries where wine enthusiasts converge to explore flavors, aromas, and stories behind each bottle. However, a noticeable shift in consumer behavior and evolving social trends underscore a growing demand for non-alcoholic beverages in such spaces. In addition, the wine industry has been hit hard, with inventories in excess and millennials and Gen Z consumers not as interested in drinking alcohol, the downturn in sales is real. Wine consumption fell 8.7% in 2023, according to the leading industry analyst the Gomberg Fredrikson Report.  Could this be an opportunity?  It’s of strategic benefit for wineries to shift with the times, considering not only new ways to attract these consumers, but how to use their excess wine.   Here’s why offering non-alcoholic options in the tasting room can be a game-changer for wineries:

Attract new customers

In recent years, more people are choosing to limit or eliminate their alcohol intake.   By providing non-alcoholic options, wineries can welcome individuals who may not wish to drink or want to limit their drinking, but still want to enjoy a communal tasting room experience with friends or family. Consumers of low and no alcohol products are no longer limited to pregnant women or those with health problems. Often the lines are blurred. With trends focusing on healthier lifestyles often consumers will switch between alcohol and non-alcoholic options. Offering thoughtfully crafted non-alcoholic options shows that wineries care about consumer trends and are proactive in meeting these changing preferences. Providing more options fosters inclusivity and builds brand loyalty, which in turn will widen your customer base.

Innovate with Product Line Extensions

Wineries often boast a wealth of winemaking expertise, so experimenting with alcohol-free wines or other beverages could add an innovative edge to their portfolio and use up excess inventory.  From sparkling grape juices to dealcoholized wines, wineries can develop new products that appeal to a growing segment of the market.

Create Revenue Opportunities

Non-alcoholic wines can contribute to a winery’s revenue by appealing to a demographic that might not otherwise purchase. By expanding their product lineup, wineries can tap into an additional market segment.

  • Consider offering a “Non alcoholic wine tasting” in your tasting room.
  • Create a campaign around your non-alcoholic products so those planning a visit, or a tour are aware.
  • Make your non-alcoholic wines available in local restaurants who also need more options for their consumers which in turn will help to build your brand equity and drive them to your tasting room.

Strengthened Brand Image

A winery that caters to all consumers, regardless of their drinking preferences, projects a modern, responsible image. Embracing non-alcoholic beverages showcases a winery’s adaptability and readiness to evolve with societal changes, strengthening brand perception and demonstrating a commitment to progressive values.

If you are considering getting into the Non-alcoholic market and are concerned with the quality of the market and how it will affect your brand; rest assured, the new generation of NA wines is much different.  The older generation was viewed as low quality, overly sweet, and inexpensive.  Today’s NA wines are much different.  With the change in trends and the growing demand there has been a lot of innovation to help improve the quality of NA wines.  They now use higher quality base wines, and can be regionally designated with varietals and vintages.   They can be organic and very wine-like with upscale branding and packaging.   The technology to dealcoholize has also seen innovation. Using the right company and technology, who has years of experience, can provide a very sophisticated end product without loss of aroma or flavor.

In conclusion, non-alcoholic is not a trend anymore, it’s a category which is here to stay.  Incorporating non-alcoholic options into tasting room menus is a forward-thinking strategy that acknowledges diverse consumer preferences. From promoting inclusivity to reinforcing brand image, wineries that embrace these options will find themselves well-positioned to cater to evolving consumer needs, capturing new revenue streams in the process and helping to hedge against the ups and downs of the wine industry.

Take Action Today – Are you ready to explore the potential of non-alcoholic wines?

BevZero’s years of experience in non-alcoholic services and dealcoholization will ensure that your transition into the NA space is both smooth and successful. Contact BevZero today to learn how you can expand your brand and meet the new wave of consumer demand with confidence.