The blockade imposed by the United States is causing an estimated loss of over €300 million for Italian wine exports, according to UIV estimates. This situation is pushing companies to rethink their market strategies. Among them, Bottega Spa—a historic Venetian company and leader in Prosecco production—identifies the alcohol-free category as the new frontier for growth.
Alcohol-Free: +500% in 5 Years and an Expected Boom of +400%
“Over the past five years, the alcohol-free wine market has grown by +500%, and a further increase of +400% is expected in the next five years,” says Sandro Bottega, President of Bottega Spa. “This trend is driven not only by challenges related to U.S. tariffs but also by growing demand from Muslim countries and Generation Z consumers.”
Muslim Markets and Kosher Wine: Expansion Opportunities
Bottega emphasizes the need to strengthen its presence in Muslim countries, considered among the most promising alternative markets.
“From grapes grown in the same vineyard, we can produce a Kosher sparkling wine or a Halal sparkling beverage with no alcohol content,” notes Sandro Bottega. “My hope is that these two products can convey a message of peace and bring together, with a symbolic toast, two civilizations with millennia of shared history.”
Generation Z and New Alcohol-Free Consumption Trends
Beyond religious markets, Bottega is looking to younger consumers:
“We produce two wines, a limoncino, and an alcohol-free amaro, designed for Generation Z. These products reinterpret tradition in a modern key and respond to the growing awareness of more balanced lifestyles.”
Wine of Peace: Technology and Tradition for a Global Toast
“Today more than ever, the word peace is necessary to restore common sense and normality to our consciences,” concludes Bottega. “With our Wine of Peace, we want to offer a universal message, producing both traditional sparkling wines and Halal, Kosher, and no/low-alcohol versions. Technology, passion, and naturalness are the tools to bring a toast of peace to the entire planet.”
