Leading New Zealand wine company Giesen Group is taking the non-alcohol wine category seriously, investing over a million dollars in their own specialised spinning cone technology to further refine its Giesen 0% wine range. This investment signals continued improvements in the quality of the current 0% Sauvignon Blanc, as well as new Pinot Gris and Rosé blends set for release in Australia this September.
The significant investment is in response to the growing demand for the category, with research showing that Australians have a higher intent to purchase low and no alcohol products compared to the UK, USA and Canada. Younger consumers are also more likely to purchase a non-alcoholic wine with 3 out of 10 consumers aged between 18 to 34 basing their purchase on health and wellbeing*.
Despite the growing market, the main barrier for consumers considering lower alcohol wines is the perception they are ‘not really wine’ – a belief held by around a third of the wine-drinking population*. As a pioneer in the sector – having launched the world’s first alcohol-removed New Zealand Sauvignon Blanc, Giesen 0%, in February 2020 – Giesen are committed to educating consumers and debunking some of the myths surrounding the burgeoning non-alcoholic wine category.
Giesen Group Chief Winemaker, Duncan Shouler says: “To ensure we create the best 0% wines in market, we go through the entire winemaking process just as we would for a full-strength wine – from growing grapes for a year in the vineyard, to picking and processing the wine in the winery. So to say that it is ‘not really wine’ is untrue in every sense.”
“To make 0% we include the additional process of putting our full-strength wine through spinning cone distillation to gently remove the alcohol component. Making 0% alcohol is actually more expensive to produce compared to its full-strength counterpart and it is our absolute goal to produce 0% wines that actually taste like wine and not like grape juice, and with as low calories as possible.”
When Giesen launched their 0% Sauvignon Blanc** last year, its sell-out releases in Australia and New Zealand proved consumer interest in this category was worth pursuing. The Group also launched Ara Zero Marlborough Sauvignon Blanc in September 2020, which is sold via independent retailers and on premise. Investment in their own spinning cone based in the winery will not only ensure a more plentiful supply across both brands, but will further improve on taste, quality and innovation, says Giesen Chief Winemaker, Duncan Shouler.
“Having our own spinning cone allows us to increase production levels and really help drive quality. Firstly, we can be experimental and continually improve our 0% alcohol wine offerings, to meet consumer taste profiles. I would say that now we are seeing better and better alcohol-removed wines every time we produce them.” says Shouler.
“Another key element to our 0% alcohol wines is ensuring they’re made fresh, blended fresh and bottled fresh. Having our own unit means we can operate on a very tight timeline, which lets us capture aroma in the bottle and produce wines with more varietal character.”
Wine Intelligence agree that there is a growing movement towards moderation- particularly among younger consumers. This has created a market need for healthier options, more control, lower calories and, most importantly, a product that still tastes good.
The Wine Intelligence research also suggests that Australian wine consumers are seeking out these non-alcoholic wine options for heath purposes but also for occasions where they are driving, or want less calories in their beverage choice.
The resulting product is legally classified as alcohol free as it contains not more than 0.5% alcohol/volume – about the same levels that naturally occur in fruit juice.
Proving they are a leader in innovation, Giesen Group are also exploring ways to utilise the alcohol spun out of Sauvignon Blanc wine. They expect to launch the revolutionary, first-of-its-kind product later this year.
*Wine Intelligence: Opportunities for Low and Non Alcohol Wine Report, March 2021.
** Contains no more than 0.5% alcohol/volume.