Not Guilty, the zero-alcohol wine range, is now available in the Canadian market. At 0.05% ABV, these de-alcoholized wines were made to appeal to Millennial and Gen Z consumers who are increasingly preferring to enjoy life without alcohol or are looking for high-quality alcohol alternatives.
“The interest in and demand for non-alcoholic wine is only growing, with significant potential among younger generations. Our recent market feedback reveals exciting possibilities. Not Guilty resonates with consumers across all demographics in Canada,” said Grant Pittam, president of Malinda Wines, the brand’s exclusive distributor in Canada. “We’re excited to be a part of that journey, through quality alcohol-free beverages that don’t sacrifice taste, and celebrate every occasion.”
The brand’s journey began in Australia. Then, Not Guilty achieved a significant milestone with its launch in the U.K., which was bolstered by various prestigious accolades at the 2023 and 2024 International Wine & Spirit Competition (IWSC) and the U.K. World Alcohol-Free Awards.
Now expanding into Canada, Not Guilty’s offerings align with the rising demand for alcohol-free beverages, reflecting a growing interest in quality, health-conscious options for Canadian consumers. Data from a 2024 Nielson IQ report shows 70 per cent of non-alcoholic beverage consumers plan to continue their choices post-Dry January, while 27 per cent of Canadian Gen Z identifies as non-drinkers, supporting the market for sober and sober-curious options, according to a 2024 Leger survey
The collection of Not Guilty wines available in Canada includes:
- Pinot Grigio: Gold winner at the 2023 IWSC; fresh, fruity, green apple and pear flavours and a crisp finish.
- Red Blend: Gold winner at the 2023 World Alcohol-Free Awards; rich berry flavours and spicy vanilla oak, finishing with soft tannins.
- Sparkling Brut: Gold winner at the 2023 IWSC; clean, fresh lime with a hint of elderflower, featuring lively bubbles and a zesty finish.
- Sparkling Rosé: Silver winner at the 2023 World Alcohol-Free Awards; citrus and rose petal aromas balanced with fresh strawberries.
Not Guilty’s retail presence now includes:
- Ontario: Pinot Grigio available at LCBO retail locations
- British Columbia and Alberta: Save-On-Foods and London Drugs
- Online: collection available through Upside Drinks
