Chile-based Morandé Wine Group has developed its first non-alcoholic wine.
The company is in talks over possible listings for Hax Zero and, although the business has not disclosed the markets it is targeting, it has set an RRP for the UK of £7.99-8.99 ($10.74-12.08).
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“We see strong potential across both channels, but particularly within the off-trade, where there is a significant opportunity to further elevate the quality and diversity of alcohol-free wine currently available,” José Ignacio Bascuñan, Morandé’s export director for markets in Europe, said.
Hax Zero, which Bascuñan described as “a quality-led alcohol-free wine, rather than an entry-level offering”, is produced at Morandé’s facility in Isla de Maipo before being bottled further south at the company’s site in Pelequén.
Asked why the business had waited until now to try to enter the market for non-alcoholic wine, Bascuñan pointed to the challenges the wine industry has faced in developing the products.
“It’s fair to say that no- and low-alcohol wine hasn’t always delivered on expectations in the way beer has, largely because it is technically more challenging to replicate the structure, balance and complexity that alcohol naturally provides in wine,” he said.
“For us, it was about preserving the concentration, texture and intensity that define the wine, while ensuring the final result remained true to its original style. Bringing a serious winemaking approach to this space was our priority over speed to market and we believe we’ve created a credible, high-quality offering that enables retailers and operators to meet evolving demand without compromising on the wine experience.”
Morandé, part of Chilean conglomerate Yarur Group, markets a range of wines that includes its namesake brand, as well as Mancura, Vistamar and 7 Colores.
The company, which exports to more than 60 countries, does not disclose financial figures or forecasts, Bascuñan said.
The UK is one of Morandé’s top three markets, he added.
“The lower duty structure for alcohol-free products in the UK market has helped create an opportunity to bring a more premium alcohol-free wine to consumers at an accessible price point. Our objective has been to achieve the strongest possible balance between quality, accessibility and competitiveness within the category,” he said.
