'NOLO' - it's a thing!


No-Low Alcohol Wines Hit The U.S., Looking To Gain Traction

Published by Forbes mag, 6 April 2021

For decades, U.S. wine consumers have happily purchased wines with alcohol levels averaging 14.5% and higher. Now, with the growing trend of moderation and healthy living, the “no-low alcohol wine category” (Nolo) has arrived.

The category first started to grow in Europe and parts of Asia about two years ago, but has come to the U.S. market more recently. Now, new Nolo brands seem to be introduced almost on a weekly basis. Will they succeed? Is there enough room in the crowded U.S. wine market for these types of wine to gain traction?

Growth Rate of the NoLo Alcohol Category

The reason for the launch of so many new “Nolo” alcohol brands—from Eins Zwei Zero Riesling and Stella Rosa Peach to Kim Crawford Illuminate and Cupcake Lighthearted—is most likely based on statistics showing impressive sales growth in this category. For example, Nielsen NLSN +0.1% reported 37% dollar growth in non-alcohol beer, wine and spirits for 2020 compared to 2019, in a recent Beverage Alcohol Webinar. And the IWSR released a new study showing the Nolo category is expected to grow 31% by 2024.

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