By Rasmus Palsgaard
Wine Paris 2025 took place on February 10-12, and one thing was undeniable: non-alcoholic beverages are no longer a niche. They’re a movement. The category has experienced remarkable growth since last year, attracting specialists and major wine producers eager to showcase their latest alcohol-free innovations.
If you want to have a strong insight into what is happening in wine and spirits, the wine fair Wine Paris is a must-visit. This also applies to non-alcoholic alternatives; It’s why Søren Kirketerp, founder of Copenhagen-based NOLO Collective, travelled to Paris to explore the latest trends shaping the future of the industry:
“Wine Paris 2025 has clearly emphasized the explosive growth within the NOLO category (No & Low Alcohol). The area dedicated to NOLO products has grown by at least 30% since last year, and the trend shows no signs of slowing down. Not only that, at least 75% stands outside the NOLO area announced non-alcoholic alternatives as part of their portfolio. This is evidence of a significant development, where even traditional wine and spirits producers see the potential in the NOLO segment.”
A New Era of Wine Alternatives
At Wine Paris, it became clear that several innovative trends are shaping the market and emphasizing the increasing demand for non-alcoholic quality products. What Søren Kirketerp finds particularly interesting is that it is not only producers who exclusively produce non-alcoholic beverages that are leading the way.
“I saw an impressive range of products from various players,” he explains. “One of the most promising trends is wine bases infused with herbs, flowers, and tea. The French producer Jardins, for instance, showcased beautifully crafted, complex alternatives in this category.”
Non-alcoholic wines are also developing rapidly, and we are starting to see products that will be much more than the simple everyday alternative. For example, the producer Zerinomo from Burgenland in Austria has just launched a 20-year-old red wine that has been dealcoholized, thus also offering real wine enthusiasts a real alternative,” says Kirketerp.
Meanwhile, he explained, producers like Villa Noria Levin are pushing the boundaries of non-alcoholic winemaking by lacto-fermenting grape must create delicate, vinous aromas, all without any alcohol. Their commitment to sustainability extends further: they upcycle grape pressings to craft a Pet Nat-style non-alcoholic beverage, adding even more depth to the category.
“It was interesting to see a big player like Moët Hennessy, who has invested in the French Bloom brand, giving it a boost on a huge stand, while Château La Coste in Provence has launched tasty non-alcoholic bubbles in both white and rosé under the NOOH brand.”
A Surge of New Entrepreneurs Betting on NOLO
Among the many visitors to the fair, there was a notable presence of new entrepreneurs who have chosen to focus wholeheartedly on selling quality non-alcoholic products. In France alone, 33 specialized NOLO stores have opened in recent years.
Jérôme Cuny, founder of Le Cave Parallèle in Nantes, is one such entrepreneur. He’s even working on a franchise model to expand his chain of alcohol-free stores across multiple cities.
“Wine Paris is an important fair for me, where I not only meet industry colleagues but also find new products – and I must say that the number of offers has increased significantly. This makes the pursuit of quality even more important. This year, I also had the opportunity to lead a panel discussion with five other international experts on the establishment of this category worldwide in front of a packed hall, which provided some very interesting insights. I will definitely return to the fair next year.”
The fair also attracted figures like Wim Bokema, founder of The Netherlands-based World of Nix, who sees these large-scale industry events as a chance to glimpse the future of the alcohol-free space.
“As always, these massive happenings provide an interesting view into where the alcohol-free space is heading. For World of Nix a great opportunity to find the best liquids available. A lot of attention is paid to the no-low area, with lots of people attending. Although still small, it was a lot bigger than last year. The quality of products also seems to improve with lots of iterations of products and new original products entering the market.” says Wim Bokema.
NOLO is No Longer Niche
For years, non-alcoholic beverages were seen as an afterthought, as options for those who couldn’t or wouldn’t drink alcohol. That perception has changed dramatically. Consumers are now actively seeking high-quality NOLO alternatives, not as substitutes, but as part of a more balanced lifestyle.
“The NOLO industry is booming,” Kirketerp affirms. “We’ve reached a point where many non-alcoholic wines are nearly indistinguishable from their alcoholic counterparts. The technology is evolving, and the passion behind these products is evident. It’s an exciting time to be part of this movement.”
As the NOLO category continues to gain ground, Wine Paris 2025 has made one thing crystal clear: non-alcoholic beverages are here to stay, and they’re just getting started.
