FRE's Sparkling Rosé is a First Single-Serve Alcohol-Removed Wine
Laura McQuarrie — January 24, 2020 — Lifestyle
References: frewines & prnewswire
With the intention of capturing the interests of sober-curious consumers and those who are abstaining from alcohol, FRE is introducing its Sparkling Rosé and Sparkling Brut as the first single-serving alcohol-removed wines. These conveniently canned alternatives make it easy to enjoy a refreshing drink on the go, whether it is served straight from the can or mixed into a mocktail.
As Brie Wohld, VP of marketing for FRE sees it, "As leaders in the alcohol-removed wine category since 1992, we keep a close eye on the market and where it's going. There's no doubt that demand is growing. Younger consumers appear to be driving this shift as Millennials drink less alcohol than Gen X, and Gen Z drinks less alcohol than Millennials."
Image Credit: FRE
As Brie Wohld, VP of marketing for FRE sees it, "As leaders in the alcohol-removed wine category since 1992, we keep a close eye on the market and where it's going. There's no doubt that demand is growing. Younger consumers appear to be driving this shift as Millennials drink less alcohol than Gen X, and Gen Z drinks less alcohol than Millennials."
Image Credit: FRE
Trend Themes
1. Alcohol-removed Wines - Businesses can develop and market more single-serving and travel-friendly alcohol-removed wine products to cater to sober-curious consumers and those who are abstaining from alcohol.
2. Mocktails - Opportunities for innovation exist for mixologists and beverage companies to create new and flavorful mocktail options featuring alcohol-removed wines as a key ingredient.
3. Shifting Drinking Habits - Businesses need to keep a close eye on shifting drinking habits, particularly the trend of younger generations drinking less alcohol than their predecessors, to create tailored marketing strategies for alcohol-removed wine products.
Industry Implications
1. Wine Industry - The wine industry can expand their offerings to include alcohol-removed wines in single-serving cans to appeal to the sober-curious and non-drinkers market segment.
2. Beverage Industry - There is an opportunity for the beverage industry to invest in the research and development of new alcohol-removed wine flavors and alternative products, such as canned mocktails featuring alcohol-removed wines.
3. Hospitality Industry - Hotels, restaurants, and bars can serve canned alcohol-removed wines and offer more mocktails featuring alcohol-removed wines to cater to the sober-curious and non-drinkers market segment.
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