In recent years, a notable transformation has emerged in the beverage market, particularly in the United States. The growth of no- and low-alcohol products has moved beyond the realm of novelty, solidifying its place among mainstream options available on drinks shelves. The consistent double-digit growth in this category has proven it’s more than just a fleeting trend; it’s a reflection of changing consumer preferences and lifestyles. Among this wave of innovation, a surprising yet significant contributor has been the high-end segment of the market, particularly within the non-alcoholic wine sphere. This article will explore the nuances of this rapidly evolving landscape and the notable entry of Society De La Rassi, a brand that aims to redefine perceptions of non-alcoholic wines.
The High-End Contribution to Growth
Data from IWSR Drinks Market Analysis reveals that premium products, often referred to as “premium-plus,” accounted for a staggering 87% of the growth in the non-alcoholic wine sector from 2022 to 2023. This statistic underscores a shift in consumer attitudes, where individuals increasingly seek elevated experiences, even when opting for beverages lacking alcohol. Society De La Rassi, with its debut offering—a premium sparkling wine made from 100% Chardonnay grapes sourced from La Mancha, Spain—embodies this trend. Priced at a notable $70 per bottle, this product challenges the conventional wisdom regarding non-alcoholic beverages. Rather than positioning itself as a mere substitute, Society De La Rassi is crafting an experience that resonates with quality and luxury.
Steve Jackson, the founder of Society De La Rassi, sheds light on the inspiration behind the brand. Expressing frustration with the lack of options in the non-alcoholic wine category that aligned with his personal tastes, Jackson sought to fill this perceived void by creating a product steeped in heritage yet modern in execution. Society De La Rassi distinguishes itself by replicating the craftsmanship found in traditional Champagne houses while intentionally keeping the ‘non-alcoholic’ label subtle. The emphasis on quality is evident not only in the product’s origins but also in the meticulous production methods adopted. The unique vacuum distillation process employed aims to preserve the wine’s body while maintaining flavor integrity. This attention to detail helps to ensure that the final product contains a depth of flavor that has often eluded other non-alcoholic options.
The resulting wine, classified as a “Neue Brut,” boasts a relatively low sugar content, aligning it more closely with traditional Brut Champagne than many of its non-alcoholic counterparts. By carefully reintroducing natural grape must, Society De La Rassi increases the overall flavor complexity, achieving an exceptional balance that emphasizes both quality and indulgence. With only approximately 15 calories per serving, this new entry offers a guilt-free pleasure in comparison to the near 100 calories typically found in standard sparkling wines. This innovative approach caters to contemporary health-conscious consumers while ensuring indulgence remains at the forefront.
A Future of Luxurious Offerings
Society De La Rassi is laying the groundwork for a premium brand that customers can embrace long-term. Operating out of Los Angeles, the brand’s strategy entails positioning their product as one of quality and luxury rather than a mere alternative for those wishing to abstain from alcohol. Reflecting on the brand’s ethos, marketing director Wesley Davis highlights the aspiration to emulate the legacy of high-end heritage brands like Louis Vuitton and Hermès, infusing a sense of timelessness and quality into Society De La Rassi’s identity.
Currently available both online and at select retailers nationwide, Society De La Rassi’s offerings come in single 750ml bottles priced at $70, as well as 6-bottle packs for $420. As the market for non-alcoholic beverages grows and consumer preferences continue to evolve, Society De La Rassi may just lead the way forward, challenging the conventions surrounding non-alcoholic products and setting a new standard for luxury and craftsmanship in this burgeoning category.
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