Impact Databank: Better-for-You Wines Maintain Healthy Growth Trend
May 14, 2024Back in 2016 when hard seltzer icons White Claw and Truly were initially launched—with low-calorie statements prominently displayed on their cans—the wellness drinks craze was born. But the malt-based seltzer boom faded during the pandemic, and low-calorie, lower-alcohol wines have since been trying to capitalize on the continued interest for healthier beverage alcohol options—especially from Millennials and Gen Z drinkers.
Even as total U.S. wine market volume fell for the third consecutive year in 2023, according to Impact Databank, low-calorie brands once again registered double-digit growth to collectively surpass three million cases for the first time. While total wine dollars declined 1.3% to $19.5 billion in Nielsen/NIQ off-premise channels in 2023, the “better for you” sector rose 11.4% to $788.5 million—and these healthier alternatives generally sell for above-premium prices.
Initially, the wines which capitalized on the wellness trend were new to the market, such as Fitvine, Avaline, Bev, and Sunny With a Chance of Flowers. Indeed, several of today’s largest-selling brands were nascent or non-existent just five years ago. But wine marketers have since tried to capitalize on the health movement with offshoots of existing brands, such as Bota Box, Yellow Tail, Cupcake, and Kim Crawford. They’ve now been joined by more recent extensions of Matua, Meiomi, Kendall-Jackson, and Simi.
2024 has seen continued new product activity in this arena, including light versions of Menage a Trois, Chateau Ste. Michelle, and Vibrance—a low-calorie, low-alcohol, low-carb variant of Coppola Diamond Collection. Continued success for the better-for-you category will require deeper penetration in the on-premise sector, where wellness wines can be paired with “lighter fare” menu food options—diners also need to see further placements of these brands onto restaurant wine lists.—Juan Banaag
| U.S.—Leading Low-Calorie Wine Brands (thousands of 9-liter case depletions) |
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| Brand | Company | Origin | 2022 | 2023 | Percent Change |
|---|---|---|---|---|---|
| Bota Box Breeze | Delicato Family Wines | California | 550 | 710 | 29.1% |
| Fitvine | O’Neill Vintners | California/Italy | 263 | 220 | -16.3% |
| Yellow Tail Pure Bright | Deutsch Family Wine & Spirits |
California | 203 | 212 | 4.3% |
| Cupcake Lighthearted | The Wine Group | California | 241 | 180 | -25.3% |
| Kim Crawford Illuminate | Constellation | New Zealand | 168 | 171 | 1.6% |
| Avaline | Avaline | Multiple Origins | 80 | 142 | 77.5% |
| Bev | Gallo | California | 110 | 125 | 13.5% |
| Sunny With A Chance Of Flowers |
Scheid Family Wines | California | 92 | 107 | 15.8% |
| Matua Lighter | Treasury Wine Estates | New Zealand | 64 | 83 | 31.1% |
| Meiomi Bright | Constellation | California | 5 | 66 | + |
| Kendall-Jackson Lower Calorie Chardonnay |
Jackson Family Wines | California | 30 | 39 | 30.1% |
| Simi Brightful | Constellation | California | 8 | 15 | 90.8% |
| Total Leading Brands2 | 1,814 | 2,069 | 14.1% | ||
| 1 Based on unrounded data. 2 Addition of columns may not agree due to rounding. Source: IMPACT DATABANK © 2024 |
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