Paris wine show reflects surging demand for zero- and low-alcohol drinks

As a French teetotaler living in Burgundy, one of the world’s premier wine regions, Justine Bobin understands the social challenges of abstaining from alcohol in a culture where it has historically defined social gatherings.

“People are convinced that you can’t have fun if you don’t drink alcohol in France,” says Bobin, who traveled to Paris this week to explore the expanding market of zero- and low-alcohol beverages at a major international wine and spirits trade show.

The exhibition showcased an impressive array of non-alcoholic alternatives—primarily red, white, rosé and sparkling wines from Europe, South Africa, Australia, and New Zealand—displayed alongside traditional alcoholic offerings from established producers. These products, promoted with slogans like “no alcohol, no regrets, no consequences” and “drink different,” reflect a growing industry responding to shifting consumer preferences, particularly among younger adults more conscious of alcohol’s health impacts.

France, despite its deep-rooted wine culture, has seen alcohol consumption plummet over the past 50 years. The tradition of wine with most meals has waned significantly, with younger generations drinking less and differently than their parents did.

Bobin, who is Muslim, believes non-alcoholic beverages can bridge social divides between drinkers and non-drinkers. She attended the Wine Paris show seeking products for her delicatessen in Burgundy.

“It allows us to share a moment with people even without drinking alcohol,” she explains. “So they can drink if they want, but we can still share a drink, toast with them. It offers an alternative for everyone and brings people together. It’s more of a product for inclusion for people who don’t drink alcohol, and that’s great.”

This trend extends far beyond France. In the United States, surveys indicate fewer Americans are consuming alcohol than in previous years. Globally, the no/low beverage sector is steadily challenging alcohol’s market dominance.

The changing landscape has created economic challenges for traditional producers. The French government has begun offering subsidies to wine-makers willing to uproot their vineyards to reduce production of vintages no longer in demand. Meanwhile, Dutch brewing giant Heineken announced this week plans to cut up to 6,000 jobs from its global workforce by 2028 after reporting falling beer sales last year. Tellingly, the company’s portfolio of no- and low-alcohol products experienced double-digit growth in 18 markets during the same period.

Austrian producer Katja Bernegger, who exhibited her alcohol-free wines at the Paris show, dismisses the notion that the no/low trend is merely a passing fad. “People are more mindful of their body,” she observes. “If you drink today, you probably have a headache tomorrow, and they don’t want it because you need to function, you have kids, you have a job.”

Bernegger’s journey into non-alcoholic wine production began during her pregnancy when she stopped drinking but missed wine’s distinctive flavors and social experience. “You are standing there with your orange juice or Coke. You are out of it. You have to explain why you don’t drink,” she recalls. “So you are simply having just half of the fun in life. And that’s the reason why we need some sophisticated non-alcoholic options.”

Industry analysts point to several factors driving this shift, including increasing health consciousness, changing workplace cultures, stricter drunk driving laws, and the influence of social media where younger consumers are less willing to share unflattering intoxicated images. Additionally, the quality of alcohol-free alternatives has improved dramatically, with sophisticated production techniques now capable of creating complex flavor profiles that closely mimic their alcoholic counterparts.

While the no/low sector still represents a relatively small portion of the overall beverage market, its rapid growth and expanding presence at premier industry events signals a significant shift in consumer behavior that traditional producers can no longer afford to ignore.