Millennials Fuel Luxury’s Alcohol-Free Trend
For decades, alcohol-free drinks were the wallflowers of the beverage world, often overshadowed and overlooked in favor of their boozy intoxicating counterparts. But times have changed.
by İzlem Arsiya
With Moët Hennessy acquiring a 30% stake in French Bloom, a sparkling wine that oozes luxury without the buzz, the alcohol-free movement has made its debut in the high-end market. And the numbers themselves tell a quite compelling story.
- Analysts project that the global market for alcohol-free drinks, including spirits, beers, and sparkling wines, will exceed $500 billion by 2027, growing at a steady annual rate of 6%.
- Low- and no-alcohol drinks are projected to account for 4% of total alcohol beverage volumes in the top 10 markets by 2027.
Uncorking the Trend
The reasons for this shift are as diverse as the many vintages it has replaced. Health and wellness—the zeitgeist of our era—play a starring role. Millennials, a generation known for redefining indulgence as balance, dominate this market. As wellness becomes a cultural touchstone, these younger consumers are increasingly turning to alcohol-free options. At the same time, older generations are discovering the joys of abstaining, further fueling the demand.
Flavor Without Compromise
High-powered executives and globe-trotting professionals are finding refuge in alcohol-free beverages that can offer the same sophistication and refinement as their alcoholic counterparts—minus the groggy aftermath. The biggest hurdle, of course, lies in the taste. Too often, alcohol-free has meant flavor-free, but emerging brands are rewriting that narrative, bottle by bottle.
Sparkling Success: French Bloom
At the forefront of this sober revolution stands French Bloom. Founded in 2021 by longtime friends Maggie Frerejean-Taittinger, heir to the famous Champagne family, and supermodel Constance Jablonski, the brand has quickly become a darling of the alcohol-free elite.
- The Science of Sophistication: French Bloom employs a cold vacuum dealcoholization process, essentially alchemy for the modern palate.This three-step method, honed over years and at considerable expense, preserves the delicate flavors and aromas that elevate its wines to luxury status. The machinery for this process alone cost approximately $10.6 million.
- A Vintage to Remember: French Bloom’s La Cuvée Vintage Blanc de Blancs 2022 doesn’t just claim the title of the world’s most expensive alcohol-free wine—it earns it. Priced at $133 per bottle, it’s crafted with organic grapes, aged in French oak, and made without sulfites or dosage. It truly embodies the meticulous craftsmanship expected at this price point.
Luxury’s Bet on Sobriety
Moët Hennessy’s $16 million investment in French Bloom signals a strong endorsement of the alcohol-free trend’s future. And French Bloom is far from alone in this shift:
- Moderato Joins the Chorus: The non-alcoholic wine pioneer recently raised $3 million to fuel its global expansion, now boasting over 1,500 sales points across 10 countries. Quebec, with 250 locations, has become a particular stronghold for the brand.
As the alcohol-free sector continues to grow, luxury brands are positioning themselves at its forefront. Wellness, sophistication, and craft have become the pillars of modern luxury, with alcohol-free beverages as their gleaming chalice. Moët Hennessy’s investment reflects a strategic pivot towards the Millennial generation, whose preference for mindful living and elevated experiences is reshaping the market. By embracing indulgence that aligns with these contemporary values, the brand is staking its claim in the future where sophistication doesn’t require spirits—one effervescent sip at a time.
