NOLO is taking the global wine industry by storm. As health awareness grows among Chinese consumers, can this trend replicate its international success in China and ignite a new wave of consumption?

Have you heard of NOLO wines?

NOLO — a widely recognized industry term, though not an official legal definition — refers to wines with No Alcohol (<0.05%) and Low Alcohol (0.5%–9%).

According to Fact.MR, the global non-alcoholic wine market is projected to surge from USD 2.57 billion in 2024 to USD 6.94 billion by 2034, achieving a compound annual growth rate of 10.4%.

Yet, challenges around flavor and production technology remain critical to its future development. Whether NOLO wines can truly disrupt the traditional wine category — particularly in the Chinese market — is still uncertain. For now, the world is watching as this rising NOLO movement continues to reshape the global wine scene.

1、The History and Origins of NOLO

While the rise of NOLO wines has gained momentum over the past decade, their roots trace back to the Middle Ages — or even earlier — when people were already crafting non-alcoholic beverages from grape juice. However, it wasn’t until the Prohibition era in the United States during the 1920s that NOLO products formally entered the consumer market.

In response to the National Prohibition Act, winemakers sought creative solutions. One such innovation was the Vino Sano Grape Brick — blocks of dehydrated grape juice that became popular in the early 20th century, when wine production was banned under Prohibition. These bricks could be officially dissolved in water to make grape juice or, unofficially, left to ferment into wine. To comply with Prohibition laws, wineries marketed these bricks as non-alcoholic products, often including warnings on the packaging that advised consumers not to soak them in water for extended periods to prevent accidental fermentation. Others attempted to remove alcohol from wine through aggressive methods such as heat treatment, though these processes often severely compromised the wine’s flavor.

While these early efforts fell short of delivering quality NOLO wines, they laid the groundwork for the innovation driving today’s NOLO wine movement.

2、Modern Methods behind NOLO Innovation

The modern form of NOLO wine emerged in the late 20th century, as the acceleration of industrialization and the advancement of separation technologies marked a pivotal breakthrough, fundamentally reshaping NOLO winemaking:

Reverse osmosis uses high-permeability membranes to precisely separate alcohol from flavor molecules, reducing the alcohol content to below 0.5% while preserving the wine’s aroma and mouthfeel. Although this process is technically complex and costly, its ability to protect delicate flavors makes it the preferred method for premium NOLO wines.

Vacuum distillation applies the principle of lowering a liquid’s boiling point under vacuum conditions, allowing alcohol to evaporate at low temperatures while minimizing damage to heat-sensitive aromatic compounds. This method is highly efficient and well-suited for large-scale production, though careful temperature control is still essential to safeguard certain delicate aromas.

3、Can NOLO Really Offer the Same Enjoyment as Traditional Wine?

In most cases, The absence of alcohol creates a significant gap between NOLO and traditional wine in terms of taste and structure.

In traditional wine, alcohol is not only a carrier of flavor but also the backbone of aroma, sweetness, and body. Without alcohol, the richness of the wine diminishes, disrupting the balance of sweetness, smoothness, and intensity. Even with advanced technologies like reverse osmosis, NOLO wines struggle to fully replicate the flavor complexity and structure of traditional wines.

A no-alcohol Sauvignon Blanc from New Zealand’s Giesen, for example, delivers underwhelming results. The process involves distilling the wine to remove alcohol and then reintroducing aromatic compounds. However, this method falls short of preserving the original character of the wine.

Leitz Zero Point Five applies low-temperature vacuum distillation at 30°C under specific atmospheric pressure to carefully remove alcohol while aiming to retain aroma, flavor, and body. Yet even with such precision, their NOLO wines lack the complexity and depth found in traditional wines.

Not all grape varieties can maintain quality through dealcoholization.

One of the greatest challenges facing NOLO wines is the limitation in grape variety selection, as not all grapes retain desirable flavors after dealcoholization. Certain varieties like Sauvignon Blanc, Pinot Gris, and Riesling, with their naturally high acidity and pronounced fruit character, manage to maintain a good balance post-dealcoholization, making them ideal choices.

On the other hand, red grape varieties like Cabernet Sauvignon, Zinfandel, and Syrah rely heavily on relatively higher alcohol levels to express complex flavors. Once dealcoholized, these wines tend to taste flat and uninspiring, making them unsuitable for NOLO production.

The crux of the issue is that Cabernet Sauvignon and Syrah are two of the world’s most important and mainstream red grape varieties, dominating major wine regions across both the Old and New Worlds. Their global reputation and exceptional quality make them central to the international wine industry.

If such cornerstone varieties cannot successfully transition into the NOLO category, it will be difficult for NOLO wines to win over the core consumers of traditional wine.

4、Who’s Drinking NOLO? The Answer: Health-Conscious Consumers.

According to recent research by market intelligence agency Wine Intelligence, around 50% of consumers remain hesitant about low- or no-alcohol wines, mainly due to concerns that their taste and quality cannot match those of traditional wines. This suggests that NOLO wine’s current audience tends to be people who are less demanding when it comes to flavor.

So, who is drinking NOLO? The answer is health-conscious individuals. These consumers include those looking to reduce or avoid alcohol intake — such as those who drive and pregnant women — as well as professionals unwilling to sacrifice social experiences and younger generations who place a strong emphasis on health and wellness.

• NOLO Wine: A Healthier Alternative

NOLO allows people to enjoy the ritual and sophistication of wine without the side effects of intoxication. Whether it’s designated drivers, pregnant women who still wish to savor the taste of wine, or those avoiding alcohol for health reasons, NOLO has gracefully become part of everyday life.

Compared to traditional non-alcoholic beverages, which often come with overly sweet flavors and high levels of sugar and additives, NOLO wines stand out for their purity of ingredients and restrained craftsmanship, offering a more refined and health-conscious tasting experience.

• NOLO Offers a No-Compromise Social Option

Attending a midday business lunch without worrying about alcohol affecting afternoon productivity. Dining with clients and raising a glass while staying sharp and composed. Even Friday office happy hours now have a new, carefree option. NOLO wines provide an elegant, no-compromise alternative — preserving the style and ambiance associated with wine, while discreetly eliminating the risks and aftereffects of alcohol.

• Health-Conscious Young Consumers Are Powering NOLO’s Growth

Millennials and Gen Z are among the most health-focused generations in history. They demonstrate higher levels of moderation and self-discipline when it comes to drinking, with some even choosing complete sobriety.

Plant-based diets, organic foods, sugar-free drinks, low-calorie products, and NOLO wines all cater to this generation’s health-driven needs.

Typically, NOLO wines contain just 20 kcal per 100 ml, compared to around 80 kcal per 100 ml in traditional wines — a significant difference that appeals strongly to younger consumers.

• Modern Drinking Trend: Zebra Striping

In recent years, the UK has seen the rise of a drinking trend known as Zebra Striping. Inspired by its monochromatic namesake, this practice of alternating between alcoholic and non-alcoholic drinks is becoming popular among a generation increasingly mindful of their health and well-being.

Around 25% of adults regularly follow this approach, while the proportion soars to 78% among 18- to 24-year-olds. In other words, these consumers haven’t given up traditional alcoholic beverages entirely but have integrated non-alcoholic options into their drinking routines.

Emma Hutchison, co-founder and executive creative director of drinks consultancy Sweet&Chilli, highlights the transformative impact of the trend on nightlife. “The zebra striping movement celebrates a shift in socialising, blending balance and inclusivity. Some bars, such as Nine Lives bar in London has seen a 15% increase in bookings compared to January 2023, a 38% revenue boost driven by zero-alcohol offerings, and a 7% rise in spend per person.

5、Leading Global Wine Companies Expand into the NOLO Market

As NOLO wine continues to emerge as an undeniable force in the consumer market, major wine companies around the world are leveraging their scale and market influence to actively invest in and lead this rapidly growing category. Even governments in some of the world’s key wine-producing countries are now offering support to encourage the development of the NOLO sector. Australian Federal Government awards US$1.9m as part of CRC-P to Australian Vintage to advance research into NoLo alcohol beverages.

Torres, a Spanish winery and one of the world’s top family-owned wineries, launched Spain’s first de-alcoholized wine in 2008 under the brand name “Natureo.” With the global trend towards responsible consumption and healthy lifestyles, the Natureo series has seen steady sales growth since its launch. Today, the Natureo series is sold in over 30 countries and regions worldwide and has won numerous awards at international competitions. In the 2024 Mundus Vini Non-Alcoholic Awards, the Torres family was honored as the “Best International 0.0% Alcohol Wine Producer.”

According to data from the International Wine & Spirit Research (IWSR), Torres has become the world’s second-largest and Europe’s largest producer of NOLO wines, with an 8% market share by volume and nearly 12% by value.

Technologically, the Torres Natureo series uses the Spinning Cone Column (SCC) vacuum de-alcoholization technique, which achieves 0.0% alcohol content while retaining the authentic aroma and flavor of the wine. This innovation has not only established Natureo as a benchmark in the NOLO wine category but has also earned recognition from both the market and the industry.

As one of the world’s largest luxury groups, LVMH — home to iconic wine and spirits brands such as Moët & Chandon and Dom Pérignon — made its first move into the no-alcohol market in 2024 by acquiring a stake in the premium alcohol-free sparkling wine brand French Bloom.

“We are actively evaluating the opportunity to introduce more NOLO products. Building on the huge success of Natureo Red in the domestic market, we plan to launch more Natureo variants this year, such as white and rosé wines. We are committed to understanding the diverse needs of consumers and to consolidating Torres’ leading position in this emerging market.”

—— Dan Siebers

Director of Brand Marketing,
Summergate & Torres China

As one of the world’s largest luxury groups, LVMH — home to iconic wine and spirits brands such as Moët & Chandon and Dom Pérignon — made its first move into the no-alcohol market in 2024 by acquiring a stake in the premium alcohol-free sparkling wine brand French Bloom.

French Bloom embodies the exceptional intersection of French tradition and innovation, delivering a flavor profile and mouthfeel that rival classic sparkling wines. With a fresh body, delicate and persistent bubbles, and the preserved complexity of traditional wine aromas.

6、NOLO — Will It Take Off in China?

Looking at the Chinese market, technical challenges still exist for alcohol-free wines, while low-alcohol wines are gradually gaining popularity in the mainstream.

For example, after achieving widespread success overseas, Torres introduced the Natureo series to the Chinese market between 2009 and 2010. In 2011, as China adopted a “zero-tolerance” policy towards drunk driving, demand for NOLO products in the market increased further. In the post-pandemic era, the rise of health-conscious lifestyles and low-alcohol culture has accelerated, and consumer preference for NOLO products has become more pronounced. Since 2021, Natureo has experienced explosive growth in the Chinese market, with sales on an upward trajectory. In 2024, it even saw a period of high demand and short supply, proving its immense popularity among Chinese consumers. Currently, the Chinese market is one of the fastest-growing markets for Natureo.

Across the domestic market, more and more wine producers are beginning to explore the broader potential of the NOLO category. Among the early entrants, Tongpu (Tonghua Grape Wine Co., Ltd.) launched its “Wuchun Jingjie” alcohol-free wine line, which has already established a modest presence on e-commerce platforms such as JD.com. With an accessible pricing strategy, the product line has begun to build consumer awareness. However, overall sales and market penetration remain low. For this reason, leading producers like Changyu and Great Wall are holding back from large-scale investments on alcohol-free wine sector.

According to the 2022 China NOLO Trend Report released jointly by Tmall Innovation Center and Kantar, the domestic market for NOLO products is expected to reach RMB 74.3 billion by 2025. For Chinese wine producers, this presents a promising new blue ocean and an early sign for the maturation of the NOLO wine category. However, the same challenges faced by international wineries — including R&D bottlenecks, flavor balance, and cost control — are equally present for Chinese producers. Breaking through these barriers will require ongoing investment in technological innovation, scaled production, and brand building, alongside the development and refinement of industry standards to support long-term growth.

As an emerging category in its infancy, NOLO wines will take time to awaken consumer palates, build shared understanding, and cultivate a long-term conversation around moderation, health, and a better lifestyle. And perhaps, this quiet transformation is already beginning to reshape the future of China’s beverage industry.

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