Non-alcoholic wines and de-alcoholized wines: how to incorporate them into your wine list?
Consumption patterns are changing. Between customers cutting back on alcohol, those participating in "Dry January," pregnant women, drivers, and consumers simply looking for alternatives, the demand for non-alcoholic beverages continues to grow. Today, offering non-alcoholic options is no longer just an added service—it’s a real business opportunity for restaurant owners. Both fine-dining establishments and everyday restaurants are now developing non-alcoholic food and drink pairings to meet this new demand.
But how can you incorporate these items into your menu without compromising its identity? Which products should you choose? How should you present and sell them?
Here is our practical guide.
Alcohol-free wine or de-alcoholized wine: what's the difference?
First and foremost, it is important to distinguish between two categories that are often confused.
Alcohol-free wines
De-alcoholized wine is, first and foremost, a traditional wine. It is made using traditional winemaking methods before the alcohol is removed through various technical processes (vacuum evaporation, reverse osmosis, low-temperature distillation, etc.).
The goal is to preserve as much of the original wine's flavor and structure as possible while reducing its alcohol content.
Non-alcoholic beverages inspired by wine
These beverages are made without alcoholic fermentation or from musts, infusions, grape juice, and aromatic herbs. They do not necessarily aim to replicate wine exactly but offer a different, often more creative, taste experience. This category is experiencing strong growth among producers and in the fine dining sector.
For a restaurant owner, the two approaches can be complementary.
Why include non-alcoholic options on your menu?
Meeting consumers' changing expectations
Consumption habits are changing rapidly. More and more customers want to cut back on their alcohol intake without sacrificing a full dining experience.
A menu that offers only water, soda, or fruit juice may seem limited today in the face of this growing demand.
Increase the average order value
Premium non-alcoholic beverages allow for the creation of sophisticated food-and-beverage pairings, with retail prices significantly higher than those of traditional soft drinks.
As with wine, customers are willing to pay more when they perceive that genuine care has gone into the selection process and that the product offers a unique taste experience.
Standing out from the competition
A well-curated selection of non-alcoholic wines or wine-inspired beverages can become a true point of distinction for your establishment.
Like wines from small-scale winemakers, these selections often tell a story, reflecting an artisanal approach and expertise that enrich the conversation at the table.
How can you build an alcohol-free menu?
Start simple
There's no need to list too many references right from the start.
Two to four well-chosen references are often enough:
- A non-alcoholic white wine
- An alcohol-free red wine
- A sparkling vintage
- Something a little more unique (herbal tea, sparkling grape juice, botanical blend)
The goal is to cover the main times when people consume media.
Think about food and drink pairings
As with wine, the right pairing is essential.
Here are a few examples:
- Alcohol-free white wines pair well with fish, seafood, and salads.
- Sparkling wines are a natural choice for an aperitif.
- De-alcoholized red wines can be paired with certain white meats or vegetarian dishes.
- Grape-based drinks and herbal teas work particularly well with tasting menus.
Training teams on these pairings makes it much easier to make recommendations in the store.
Highlight the offer on the menu
One common mistake is to relegate the non-alcoholic options to the very bottom of the menu.
Instead, create a dedicated section: "Non-alcoholic wines and gourmet alternatives."
This promotion significantly increases the visibility of the product and boosts sales.
How should you price your non-alcoholic wines?
The price should not be based solely on the fact that it contains no alcohol.
These products often require complex technical processes, careful selection of raw materials, and a genuine creative process.
Just as with a traditional wine list, consistency with your establishment’s positioning remains essential.
To learn more about this topic, check out our guide: How to set the selling price for your wines?
How can you introduce non-alcoholic wines to your customers?
The vocabulary used plays a crucial role.
Avoid presenting these references as merely a "default" option.
Opt for a positive approach:
- "Our selection of non-alcoholic wines"
- "Our non-alcoholic drinks"
- "Our non-alcoholic tasting menu"
The goal is to make these drinks a genuine indulgence rather than a substitute.
Our selection of non-alcoholic wines for restaurant owners
At Les Grappes Pro, we select wines that are worthy of a place on a discerning restaurant’s wine list.DDiscover our selection of non-alcoholic wines for professionals.
You'll find a selection of non-alcoholic wines designed for the restaurant industry—easy to incorporate into your menu and suited to a variety of culinary styles.
In Summary
The inclusion of non-alcoholic wines and de-alcoholized beverages is no longer a niche trend.
This lasting shift in consumer expectations is opening up new opportunities for restaurant owners:
- expand their customer base
- increase the average basket size
- suggest original combinations
- update their drink menu
As with traditional wine, success depends above all on a well-curated selection, effective presentation on the menu, and the staff’s ability to describe the products.
For further reading
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