As of January 1, 2025, Italy has given the green light to the production of dealcolated and partially dealcolated wines. With the signature of Agriculture Minister Francesco Lollobrigida on Dec. 18, final approval came, finally overcoming limits and controversy.
The main changes in the ministerial decree
Compared to the previous version of the decree, some significant changes have been introduced. First and foremost, the label will have to bear the term dealcolate instead of deacolatized, as originally indicated. The decree stipulates that dealcolatized wines will have an alcohol content of less than 0.5% vol. while partially dealcolatized wines will have an alcohol content between 0.5% and 8.5% vol.
The decree also allows for reduced alcohol content in various types of wine, including sparkling and semi-sparkling, but excludes IGT, DOC and DOCG wines. This could be revisited in the future, particularly for DOCG wines. Another important change concerns distilleries, which will now be able to produce alcohol-free wines. Also, as requested by wineries, the dealcolation process will be able to be carried out within the same winemaking establishment, but in separate rooms.
Finally, the decree confirms the ban on adding water or external flavorings, as well as on increasing the sugar content of the must. However, it will be possible to recover and reuse water and natural flavorings from the process, provided it takes place in a closed and automatic system.
The NoLo wine market
The NoLo (No and Low Alcohol) wine market is expanding rapidly, driven by consumers who are increasingly focused on health, wellness and conscious lifestyles.
In fact, the NoLo sector has experienced 34% growth between 2020 and 2023, with a projected increase of 7% annually through 2027 (IWSR).
But who are the key players in this trend? Here we analyze the market segments and the most significant data to understand their success.
NoLo wine market segments
1. Age
- Millennials (25-40 years old) and Gen Z (18-24 years old): according to a 2023 Wine Intelligence study, about 40% of NoLo wine consumers belong to these two generations. Millennials represent the most relevant segment due to their focus on health and wellness, while Gen Z approaches these products out of curiosity and a moderate approach to alcohol consumption.
2. Lifestyle
- An IWSR report from 2022 shows that 65% of NoLo drinkers said they would reduce their alcohol consumption to improve their lifestyle. This group includes athletes, people on specific diets, and calorie-count conscious individuals.
- People with busy lifestyles, such as professionals and new parents, choose NoLo wines to balance pleasure and responsibility without compromising lucidity and productivity.
- According to Wine Intelligence, the main reasons that drive consumers to NoLo wines include the desire for a healthy lifestyle (54%), curiosity about new options (25%) and the need to avoid alcohol in certain situations (21%).
3. Geography
- Anglo-Saxon countries: the United Kingdom, the United States and Australia are leading markets in the NoLo segment, with 10 percent annual growth between 2020 and 2023 (IWSR). In particular, the UK accounts for 30% of global NoLo wine consumption.
- Continental Europe: Germany, France and the Scandinavian countries are experiencing rapid increases in demand due to increased awareness of the benefits of moderate consumption.
What about Italy?
Although the Italian market for NoLo wines is still in its infancy compared to other European countries, there is growing interest. According to a 2023 Nomisma Wine Monitor study, 15% of Italian consumers have tried low-alcohol or non-alcoholic wines at least once, with a particular focus among young people and urban professionals. Northern Italian regions, particularly Lombardy and Emilia-Romagna, record the highest demand. In addition, the increased availability of NoLo wines in large-scale retail and restaurants has encouraged greater accessibility for consumers. Among the main reasons, interest in lighter aperitifs and options to maintain concentration during social events or business meetings stand out.
Also according to Nomisma, Italians tend to choose NoLo wines mainly for aperitifs and informal dinners, especially in urban and metropolitan settings. Sales of NoLo wines are particularly dynamic in the e-commerce channel, which accounts for about 10% of the total volume, up 20% year-on-year.
In conclusion, the approval of the law regulating the production of dealcoholic wines in Italy marks an important turning point for the industry, meeting the needs of a growing number of consumers. With the expansion of the NoLo wine market, Italian producers now have the opportunity to meet a rapidly growing demand, offering innovative and quality solutions to a public that ranges in age, lifestyle and preferences. This new scenario confirms the potential of this category as an integral part of future wine offerings.