Zero Alcohol wines favored by age group 25 to 35 year olds

What is the new trend outside our little country of Belgium? Young people increasingly prefer ZERO ALCOHOL WINES - Age group 25-35 under the microscope!

A Nomisma study commissioned by Federvini reveals the purchase intentions of consumers in the 23-35 age group for the next 12 months

The segment without low alcohol content is gaining traction among younger people, who are showing increasing interest in this type of beverage. In the next 12 months, the consumer group aged 23-35 says they will prefer wines with no or low alcohol content to traditional wines. And when we go to see in which countries this trend is strongest, they are the main buyers of the Made in Italy wine market: the United States, Germany and the United Kingdom. The data, released during Vinitaly 2025, comes from Nomisma-Wine Monitor for Federvini, which took stock not only of the economic risk associated with excise duties, but also of the market outlook at a meeting titled Between duties and the consumption revolution: wine at a historic turning point?

Americans and Germans interested in basic alcohol

Indeed, consumption surveys collected by Nomisma show that among young people, the preference for wines without low alcohol content over traditional wine is highest in the United States (34%), Germany (26%), the United Kingdom (25%) and less in France (20%). The figure, as highlighted by the federation chaired by Micaela Pallini, must be seen in a general context of reduced wine consumption, both at home and away from home, especially in the 23-35 year old segment. Over the past three years, the decline in purchases is evident: -32% in the United States, -39% in Germany, -37% in the United Kingdom and -24% in France. At the same time, sales of alcoholized wines and completely alcohol-free wines increased by 54% in the U.S. and 23% in Germany.

Drivers for purchases: green triumphs

What were the deciding factors for buying wine in the past year? According to the Nomisma survey, drivers related to green attributes were important to 41 percent of British consumers, 35 percent of U.S. consumers, 32 percent of German consumers, 38 percent of French consumers and 34 percent of Spanish consumers in the 23-35 age group. One of the factors determining the purchase and choice of a particular wine is also price: this is noticeable in Spain, where it is relevant to 50 percent of respondents, as well as in France (40 percent).

However, what happens in the United States and Germany? At the top of the criteria is brand, for 37 percent and 35 percent of consumers, respectively. Finally, not to be underestimated, as for all markets surveyed, for younger consumers, a wine's sustainability outweighs interest in organic.

Also not to be forgotten - material for another blog - the PIWI wines that are emerging as well as the KombWine (combination of must and Kombucha.

Source: Gambero Rosso figures