Paris Wine Show Highlights Rising Demand for Zero- and Low-Alcohol Beverages

PARIS (AP) — As a French teetotaler, Justine Bobin understands the challenges of abstaining from alcohol in a culture where beverages like wine and beer are deeply integrated into social settings. Despite this, she seeks out zero- and low-alcohol options to enjoy moments with friends while not drinking.

Recently, Bobin attended a major international trade show in Paris that showcased a growing range of zero- and low-alcohol drinks, including wines from Europe, South Africa, Australia, and New Zealand. This trend reflects a shift in consumer preferences, particularly among young adults who are increasingly aware of the negative impacts of alcohol.

Despite the traditional view in France that drinking is essential for fun, the demand for non-alcoholic beverages is rising. Bobin’s search for suitable products aims to enhance inclusivity, allowing non-drinkers to participate fully in socializing without feeling excluded.

The market for no/low beverages is also expanding in other countries. Data suggests that fewer Americans are consuming alcohol, leading to an industry shift that challenges the long-standing dominance of alcoholic beverages.

Heineken recently announced job cuts due to a decline in beer sales, yet highlighted significant growth in its no/low segment across various markets. Katja Bernegger, a producer of non-alcoholic wines, supports the notion that this trend is not a temporary fad. She emphasizes the well-being mentality driving consumers to seek healthier lifestyle choices that include flavorful non-alcoholic options.

For Bernegger, creating these beverages began during her pregnancy when she sought alternatives to enjoy social gatherings while abstaining from alcohol. She notes the need for sophisticated alternatives to maintain the social aspect of drinking.

Ultimately, both Bobin’s and Bernegger’s experiences highlight a broader cultural shift towards inclusivity and health consciousness in the beverage market, reflecting changing societal norms regarding alcohol consumption.

About the Author: Chris Lehoux

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