Why our fastest growing drinks category is now non-alcoholic wine

For a nation founded on alcohol, with rum as its very first currency, it’s a shock to hear that Australia’s fastest growing drinks category is now non-alcoholic wine.

Worth last year more than $4.5 million, the category is becoming so popular and expanding so rapidly, at an annual rate of 800 per cent, its value could be as big as $15 million by the end of 2021, according to global data company IRI.

“It is a trend that shows no signs of wavering … driven by a global trend toward mindfulness and health and wellness,” says Scott Burton, marketing director of Australian Vintage Ltd, which in 2019 launched its non-alcoholic McGuigan Zero wine range that now includes a sparkling, sauvignon blanc, rosé, chardonnay and shiraz.

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