At ProWein 2026 in Düsseldorf, leading European groups are betting big on premium alcohol‑free bubbles and Mediterranean spritz aperitivos, reshaping what “luxury” can look like for the next generation of wine drinkers.
When ProWein 2026 opens its doors in mid‑March, visitors will find that some of the most crowded stands are not pouring traditional still wines, but premium alcohol‑free cuvées and ready‑to‑serve spritz aperitivos.
Italian producer Bottega is showcasing a full range of non‑alcoholic sparkling products positioned explicitly for the premium market, responding to steady growth in demand for sophisticated, zero‑proof options that still deliver occasion and ritual.
At the same time, Henkell Freixenet is using the fair to debut Freixenet Solare, a Mediterranean aperitivo built around Spanish citrus and rosemary, alongside alcohol‑free Freixenet Diamond 0.0 and Mionetto Orange Spritz in both alcoholic and 0.0% formats.
German cooperative Moselland eG is adding its own innovations to the mix, further blurring the line between classic wine categories and the broader world of sparkling, flavored, and low‑ or no‑alcohol beverages.
For European and U.S. buyers working with premium portfolios, these launches signal a future where a luxury wine list may include crafted alcohol‑free bottles and gastronomic spritz serves next to Champagne, Bordeaux, and Napa Cabernet.
Sources: WineIndustryAdvisor, The Drinks Business, ProWein
Picture: Grok AI
