It’s been gradual, and yet more and more Canadian wineries are starting to venture into the low- and no-alcohol wine territory. Demand of low- and no-alcohol wines is forecast to grow considerably over the next few years.
According to data released by global beverage analysis group, IWSR Drinks Market Analysis, the value of no- and low-alcohol category topped $11 billion in 2022 in the 10 key global markets it analyzed (including Canada). The pace of growth is expected to gain speed with the market analysis firm forecasting a volume compound annual growth rate of over seven per cent through 2026, compared to five per cent from 2018 to 2022.
For Canadian wineries that are active or diversifying into the low- and no-alcohol market segment, there is a keen sense of pride. There is pride in producing distinct Canadian wines in a space traditionally dominated by imported wine. There is also pride in the rich connection to place in wine regions where the climate and terroir naturally give rise to lower-sugar grapes, and thereby lower-alcohol wines.
The reasons for this foray are many, but one thing is certain: the consumer is top of mind. Some Canadian wineries see it as part of a commitment to diversity and inclusion, others are conscious of consumers who have specific wellness goals. Ensuring these low- and no-alcohol offerings are also great-tasting products that consumers will savour is undoubtedly a labour of love for Canadian winemakers.
For Canadian wineries that are active or diversifying into the low- and no-alcohol market segment, there is a keen sense of pride.
Nova Scotia-based winery Benjamin Bridge has produced low-alcohol wine for some time in the form of its Tidal Bay (around 10% ABV) and Nova 7 (around 6.5% ABV) wines. Tidal Bay is Nova Scotia’s first appellation, characterizing an aromatic white wine, blended from only specific varietals. To obtain the Tidal Bay designation, a wine must have an alcohol content of no more than 11% ABV.
Benjamin Bridge’s head winemaker, Jean-Benoit Deslauriers, says the recent diversification of their low- and no-alcohol product offering into piquettes was a natural follow-on from their experience with Tidal Bay and Nova 7, coupled with their commitment to showcasing the fruit of their unique micro-climate to consumers. Deslauriers says the winery’s goal is to “create extraordinary sensory experiences connected to place.”
Piquette is a lightly effervescent wine made from the refermentation of grape pomace, which makes it naturally low in alcohol. The Nova Scotia winery has added a half-dozen piquettes to its low-alcohol product offering, all at 5% ABV, as well as their piquette zero, at 0% ABV.
Another winery that has diversified into the low-alcohol market is Niagara-based Diamond Estates Wines & Spirits. Diamond released a new 8% ABV range of wines in May 2022, called Mindful. In addition to their current range of two Mindful wines – a Pinot Grigio and a rosé – they will soon launch a third, Mindful Sparkling. The only low-alcohol low-sugar wine that is VQA-certified at the LCBO, Diamond works with their growers to ensure the grapes that go into Mindful are harvested early, so they are naturally lower in sugar and thereby lower in alcohol. While the new year can kick-start conversations around resolutions, or a Dry or Damp January, the winery says sales have grown steadily throughout the year.
Whether through a cool micro-climate, early harvest, de-alcoholization or experimentation with a secondary pressing, Canadian wineries are certainly stepping into the exciting low- and no-alcohol segment of the wine market. With other wineries – including British Columbia-based Haywire Winery – making inroads in the low-alcohol space, it is only a matter of time before consumers see an ever-increasing range of Canadian wine offerings in the low- and no-alcohol space.
