Emerging trends in the UK non-alcoholic wine market

With declining alcohol consumption reported globally, there is growing attention on non-alcoholic alternatives, with non-alcoholic (NA) wines becoming a notable product category. Much of the existing academic research on NA wine has focused on production practices or consumer perceptions and taste preferences. This research differs by examining the views and decision-making behaviour of important gatekeepers in the wine supply chain (namely wine producers, retailers, and distributors). Using semi-structured interviews and thematic analysis, this study revealed how consumer demand, data-driven decision-making and product positioning influence the strategic decision-making of these key gatekeepers. We discuss the challenges of consumer and gatekeeper adoption in the category, including quality perceptions and pricing. This chapter also examines the benefits to the sector of adopting an innovative approach to the product category, which will move NA wines away from being reluctant imitations of standard wines to their own distinctive offerings and a viable option for customers.