That’s the opinion of Dan Harwood of SW Wines Europe’s alcohol-free wine brand, Eisberg, who also told The Morning Advertiser visitors to hospitality sites are seeking dining experiences that can pair premium food with high-quality alcohol-free options.
Although the traditional month of sobriety is drawing to a close and an overall softening of footfall is taking place in the on-trade, Harwood said moderation and alcohol-free drinking have risen in parallel.
He added new data from IWSR’s Bevtrac survey revealed month-long abstinence trends have fallen from 33% to 24% in Gen Z since last year.
Yet, EuroMonitor showed Gen Z isn’t drinking more; they’re moderating more than any other age group throughout the year – highlighting a clear opportunity to capitalise on the growing moderation movement by making the most out of all low & no offerings – especially alcohol-free wine.
The wine expert and managing director said this is already evident at the top end of hospitality where SW Wines has partnered with Karl Considine to deliver an alcohol-free supper club at Michelin Guide-recognised restaurant Erst, and claimed the response has been overwhelmingly strong.
Demand within on-trade
“Guests are clearly seeking out-of-home dining experiences that pair premium food with high-quality alcohol-free options,” Harwood said. “Importantly, this audience isn’t exclusively sober – reinforcing the depth and breadth of demand within the on-trade.
“One of the biggest missed opportunities in pubs and bars is visibility. Low & no wine ranges are often present but poorly signposted. Alcohol-free beers have benefited from pumps, branded fridges and strong positioning, while alcohol-free wine is often out of sight and omitted from menus.”
He added if customers cannot see what is available, they will simply not ask for it, and without demand, ranges stagnate.
To help boost alcohol-free wine, it needs the same respect as alcoholic wine – so think proper glassware, thoughtful menu placement and inclusion in the wider theatre of drinks service.
When alcohol-free products are framed as a legitimate choice rather than a compromise, customers respond accordingly, Harwood added.
“Taste and discovery are crucial in the on-trade,” he explained. “Unlike retail, pubs and bars have the advantage of open bottles, cocktail stations and preservation systems that make sampling easy.
“Offering a small taste of an alcohol-free wine to a customer ordering a soft drink, or as part of a conversation about moderation, can help overcome outdated perceptions around quality – perceptions that no longer reflect the reality of today’s products.”
Not an alternative to water or soft drinks
Staff confidence is another important factor. Many operators worry that low & no is ‘too complicated’ but staff do not need to be experts and just need a few clear talking points, an understanding of who might be interested and the confidence to offer alcohol-free products proactively.
Signposting, paired with gentle suggestion and education, lowers the barrier to trial and normalises alcohol-free as part of everyday service.
Meanwhile, Harwood says the idea that alcohol-free should be cheaper than traditional wine is increasingly outdated and said alcohol-free wine is an alternative to wine, not water or soft drinks.
Its production is complex, quality has advanced rapidly, and margins can be commercially attractive. Positioned correctly, alcohol-free wine adds value to the drinks offer rather than replacing a lower-priced option.
Additionally, canned low & no wines offer practical advantages for pubs, including reduced wastage, easier storage, quicker service at busy times and suitability for beer gardens, live music venues and outdoor events where glassware may be restricted.
Convenience, not just volume, makes cans a compelling option for the on-trade and Eisberg offers its RTD Be Free cans range to increase versatility.
Harwood concluded: “In a market that’s shifting due to moderation, venues that embrace quality alcohol-free wine future-proof their business.”
