Dealcoholized Wine: A Market Opportunity Between Innovation and Tradition

A New Product, New Rules

The Decree of the Ministry of Agriculture that regulates the production of dealcoholized wines has aroused the interest of the sector. Angelo Radica, president of Città del Vino, emphasizes how this regulation represents a step forward in allowing Italian producers to access markets where alcohol consumption is limited, often for religious or cultural reasons. This decree in fact allows partial or total dealcoholization, already practiced in several countries, and places Italian producers in a competitive position on an international scale.

However, Radica proposes a crucial change: to use the term “beverage obtained from grapes” instead of “wine” for dealcoholized products, in particular to preserve the authenticity of the term wine, associated with a millenary tradition that includes the presence of alcohol as an essential element. Such a choice would protect consumers and safeguard the identity of Italian wine.

Protection of Tradition and Regulatory Innovation

The decree currently prohibits the dealcoholization of DOP and IGP wines, thus protecting Italian excellence. According to Città del Vino, this decision is essential to maintain the prestige and cultural value of products with a designation of origin. Furthermore, the dealcoholization process must take place in dedicated facilities, physically separate from traditional cellars, with digital registers and specific licenses.

Labels must clearly display indications such as “dealcoholized” or “partially dealcoholized” , including information on the territory of provenance to maintain a strong link with the territory of origin, a distinctive element of Italian wines.

An Expanding Market

The dealcoholized wine market responds to a growing demand, especially from consumers who are more attentive to health and to reducing alcohol consumption. According to recent research, modern consumers prefer lighter drinks, without sacrificing quality and the pleasure of good drinking. This segment therefore offers Italian companies a new opportunity for growth, especially in international markets.

Città del Vino emphasizes, however, that dealcoholization is not without risks: by removing alcohol, an important natural preservative is lost, which requires greater attention to production techniques and communication towards consumers to avoid misunderstandings.

Inform to Innovate

The difference between traditional wine and dealcoholized wine must be clearly explained to consumers. Adequate communication could prevent confusion and enhance both products, while maintaining the focus on the importance of moderate and responsible consumption of alcoholic beverages.

Conclusions

Dealcoholized wine represents an opportunity for the Italian wine sector to adapt to changes in the global market. However, it is essential to find a balance between innovation and tradition. The proposal to use the term “beverage obtained from grapes” and to maintain the link with the territory on the labels offers a solution that could protect consumers and enhance the Italian product. The path is mapped out, but success will depend on the sector's ability to communicate effectively and innovate while respecting the cultural roots of wine.