A think tank has encouraged the EU to consider new rules for the growing market for low-alcohol and non-alcoholic wine products.
An EU-wide expert group set up by the European Commission last May to investigate problems of the wine industryThis week he offered a series of suggestions. Greater acceptance of options with low or no alcohol content.
The group, called the High Level Group on EU Wine Policy, was tasked with examining the challenges, including the continued decline in domestic consumption. unstable international trade conditions This situation affects the main export markets. The group’s recommendations aim to address changes in consumer preferences and enable the European wine industry to adapt to new conditions. new market opportunities.
The non-alcoholic wine segment is an increasingly important market
Among its final recommendations is the need to adopt measures that will encourage producers to take advantage of new opportunities. non-alcoholic wine segmenthas become an increasingly important market.
The Group calls on the Commission to: Review the EU legal framework “to facilitate the marketing of wine products that better suit the new demands of consumers.” This includes “more accessible wines” and “wines that have been fully or partially dealcoholicalso non-alcoholic or non-alcoholic wines with a low alcohol content.
alcohol detox, The process of removing alcohol from wineIt has evolved significantly and can now produce wines with moderate alcohol (10-12% by volume) or almost no alcohol, known as ‘NoLo’ wines.
While the beer industry has successfully introduced non-alcoholic products, the wine industry has been slower to innovate. The global ‘NoLo’ beverage market will reach approximately $13 billion (€12.5 billion) in 2023, marking a 62% increase since 2018.
The wine industry is at a crossroads
The group called for updated standards for ‘NoLo’ wines, covering definitions, winemaking practices, packaging and labeling. Suggestions suggest exploring EU-funded promotional activities an idea for these products that would have been unimaginable just a few years ago.
This proposed EU promotion policy, particularly for ‘NoLo’ wines, is expected to be controversial and Federation of Wines of European Origin (EFOW) expressed some concerns in a comment following the publication of the recommendations.
For decades the EU wine industry has benefited A regulatory framework and financial support designed to improve quality and increase market responsiveness.
But Agriculture Commissioner Christophe Hansen admitted at the group’s last meeting on Monday: The sector is now facing a crisisDespite years of increasing sales, exports and a growing reputation for quality.
Problems of the wine industry
Hansen noted several factors that explain the current challenges; unsold wine -especially in the red wine segment- slow recovery Rising demand in the wake of wider economic challenges such as the COVID-19 pandemic and the cost of living crisis international trade volatility.
The recommendations also include measures to deal with emergencies such as adverse weather events or sudden declines in external demand, especially when trade conflicts lead to increased tariffs in key markets.
Controversy over non-alcoholic wines: Italy horrified by ‘watered down wine’
Willingness of the group The reception of NoLo wines represents a significant shift. Previous attempts to tackle non-alcoholic wine have met with resistance, particularly during the 2018 reform of the Common Agricultural Policy (CAP). At the time, the Commission proposed allowing the protection of certain European wines with a Protected Designation of Origin (PDO) and a Protected Geographical Indication (PGI). detox.
This initiative aimed to adapt to market demand driven by health concerns, movement restrictions and the need to access markets where alcohol is prohibited for religious reasons.
A promising market where competition can be expected
Although the 2018 proposal was finally approved by lawmakers, it sparked controversy, especially in Italy, where misconceptions have created public fear. EU aims to dilute all wines by adding water. Since then, the Commission has remained cautious in order to balance traditional wine interests with emerging opportunities.
ADVERTHowever, due to changing consumer habits and growing market potential, the wine industry risks being left behind if it does not adapt. The issue has become a sensitive one for traditional wine producers. Inactivity in this promising market encourages competition from outside the industry. Hansen confirmed that the European Commission will evaluate the group’s recommendations and prepare a timeline for their possible implementation.
