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Could hard seltzer shape the future for French wine? - analysis

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One of the main consumer trends to have been accelerated by the coronavirus pandemic is the move towards low- & no-alcohol. Capitalising on this more than any other beverage category has been hard seltzer, which provides a booming growth opportunity for wine brand owners.

At the same time, in France, lower-abv sparkling wine is on the rise, driven by wine's dominance of the country's alcohol market, specifically, and by the health & wellness trend, more broadly.

Farming and agri-food co-operative InVivo has recently launched a range of 'wine seltzers' in France from its Café de Paris brand. The 6.5%-abv sparkling wine line, packaged in 20cl glass bottles at an SRP of EUR2.30 (US$2.75) per unit, is clearly inspired by the success of hard seltzer.

Café de Paris' new launch has a premium position - thanks to its wine-based reputation - but a mid-to-low price tag, providing the range with a key advantage against its competitors.

Wine seltzer is still a fairly new phenomenon, but extending the firmly-established wine category to cover hard seltzer's popular cues is likely to gain momentum among younger, primarily female consumers - especially those who are moderating their alcohol intake.

In the long-term, wine seltzer will be an interesting sub-category to follow, introducing new consumers to wine and - potentially - changing the current narrative for full-abv wines.

Why the future for wine in cans has arrived - Click here for a just-drinks comment


Sectors: Wine

Expert Analysis

France Wine - Market Assessment and Forecasts to 2024

France Wine - Market Assessment and Forecasts to 2024

The French wine sector is led by the still wine category in value terms in 2019. The sparkling wine category is forecast to register the fastest value growth during 2019-2024. Hypermarkets & supermark...

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