A spotlight on the growing popularity of non-alcoholic wine • FRANCE 24 English

Key Concepts

• Dealcoholization: The process of removing alcohol from fermented wine while attempting to preserve its original flavor profile and structure.
• Zebra Striping: A consumption strategy where a drinker alternates between alcoholic beverages, non-alcoholic alternatives, and water to moderate intake.
• Premium Non-Alcoholic Wine: A category of beverages designed for wine enthusiasts that prioritizes the "vinous" (wine-like) experience rather than mimicking soft drinks.
• Wellness Choice: The consumer motivation to reduce alcohol and calorie intake without sacrificing the ritual of drinking wine.

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1. The Genesis of Naughty

Amanda Thompson, a former BBC broadcaster and trained sommelier (having studied under the late Gérard Basset and at Le Cordon Bleu), identified a significant gap in the market. As a wine enthusiast who frequently opted for sparkling water when not consuming alcohol, she realized that millions of wine lovers were being "lost to water." This insight led to the 2019 launch of Naughty, a brand aimed at creating a premium, non-alcoholic alternative that appeals to the sophisticated palate of traditional wine drinkers.

2. The Production Methodology

The primary challenge in the non-alcoholic wine sector is maintaining the integrity of the wine’s flavor profile. Thompson emphasizes that Naughty does not "mimic" wine; rather, it follows a two-step process:

• Traditional Winemaking: The process begins by creating a high-quality, organic, and elegant wine.
• Dealcoholization: The alcohol is removed using techniques that avoid "cooking" the wine, which would otherwise destroy the delicate volatile compounds responsible for aroma and taste.
• Quality Control: Thompson applies the same rigorous standards used in traditional champagne production to ensure the final product retains the complexity and mouthfeel expected by wine connoisseurs.

3. Overcoming Market Skepticism

A major hurdle for the brand was the industry perception that non-alcoholic wine was merely a "glorified soft drink."

• The "Liquid on Lips" Strategy: Thompson argues that the only way to change perceptions is through the tasting experience. She notes that even the most skeptical critics—including restaurant owners and chefs—often shift their perspective after a single sip, moving from dismissal to acceptance.
• Market Positioning: Thompson asserts that Naughty is not an "adjunct" to the wine industry but a legitimate extension of it. She believes the brand is successfully capturing market share from the water industry while simultaneously building value within the wine category.

4. Consumer Trends and Wellness

The brand targets consumers who want to make "wellness choices" without abandoning the social rituals associated with wine.

• Caloric Profile: Thompson highlights a common misconception: consumers often believe sugar is the primary source of calories in wine, when in fact, it is the alcohol. By removing the ethanol, Naughty significantly reduces the caloric content, making it a lower-calorie option compared to traditional wines.
• Gen Z Influence: Thompson credits younger generations for leading the shift in drinking culture, noting their willingness to let go of traditional preconceptions and embrace non-alcoholic options as high-quality beverages in their own right.

5. Economic Perspective

Addressing the cost of production, Thompson clarifies that ethanol is a relatively inexpensive component of traditional wine. Therefore, consumers should expect to pay a price point equivalent to a mid-market alcoholic wine for a high-quality non-alcoholic bottle. The cost reflects the complexity of the dealcoholization process and the quality of the base wine used.

Synthesis and Conclusion

The success of Naughty represents a shift in the beverage industry where non-alcoholic options are no longer viewed as inferior substitutes but as premium alternatives. By focusing on the "ritual" of wine drinking and utilizing high-quality production methods, Amanda Thompson has successfully carved out a new category. The brand’s growth is supported by a broader cultural movement toward wellness and mindful consumption, proving that there is a significant, untapped demand for sophisticated, alcohol-free experiences that do not compromise on taste or elegance.