Low-Calorie Wines Sustain Strong Double-Digit Growth

Even as total American wine consumption is expected to decline for the third consecutive year, according to The 2023 U.S. Wine Market: Shanken’s Impact Databank Review & Forecast, “better-for-you” wines increased by a third in volume terms in 2022, and they’re expected to reach three million cases in the U.S. by the end of this year. Vintners continue to capitalize on the fast-rising segment, as Americans increasingly opt for health- and wellness-oriented products—particularly Gen Z drinkers. But marketers also get more bang for their buck, as these healthier alternatives generally sell for above-premium prices.

Delicato merged the low-and-no-alcohol trend with alternative packaging in last year’s launch of Bota Box Breeze ($20 a 3-liter box), and it’s now the category’s largest-selling entry at well over half-a-million cases, according to the 245-page Impact Databank report. Avaline, the organic wine brand from Cameron Diaz and Katherine Power, recently added a French Pinot Noir ($26 a 750-ml. bottle) to its low-calorie range. Avaline also launched its line in 500 Whole Foods markets across the U.S. earlier this year.

Late last year, O’Neill Vintners & Distillers entered the fray by acquiring Fitvine, an established player in the category. O’Neill made a further push three months ago by launching Line 39 Organic, a new line of wines aimed at the better-for-you segment. Line 39 Organic debuted with three releases—a Cabernet Sauvignon, a Chardonnay, and a rosé—all retailing at $15 a bottle.

The world’s largest wine company, E.&J. Gallo, has also made significant inroads in the better-for-you category. Gallo acquired Bev in June of this year for an undisclosed sum, two years after it obtained exclusive U.S. distribution rights to the canned wine and spritzer brand. Founded by Alix Peabody in Venice, California, Bev is said to be the first TTB-approved “zero sugar” canned wine on the market. Bev sells in 4-packs of 250ml cans and retails between $16 and $18.

Last year, Gallo had made a splash with Barefoot Bright & Breezy, a spinoff of Barefoot Wine, including Rosé, Pinot Grigio, and Chardonnay entries at 6% abv and 70 calories a glass. Additionally, Gallo extended Black Box last year with a lower-calorie “Brilliant Collection” featuring Chardonnay, Pinot Grigio, and Cabernet Sauvignon. The Brilliant Collection wines have 70 calories a five-ounce serving and retail at $22 a 3-liter box.

On the imported end, Biagio Cru Wine & Spirits has launched Salty Blonde ($15), a new Sauvignon Blanc in the better-for-you wine category. The 9% abv South African wine is sparkling and comes in at 80 calories per serving. The new entrant hit U.S. shelves in September. Salty Blonde joins Rosé All Day and the sugar-free offering from Lolailo Sangria in Biagio Cru’s better-for-you portfolio.

Other brands on the move in the better-for-you arena include Kendall-Jackson Lower Calorie Chardonnay ($17) from Jackson Family, Mind & Body ($13) from Trinchero, and Myx Light Chardonnay and Light Rosé ($12 a 4-pack of 250-ml. cans) from Royal Wine Corp. Through October 7 of this year, better-for-you wines were up over 10% in NIQ channels, compared to a year-to-date volume decline of nearly 5% for the total wine industry.

For more information regarding The U.S. Wine Market: Impact Databank Review & Forecast, 2023 Edition, as well as other exclusive Shanken reports and publications, visit impactdatabank.com.—Juan Banaag

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