US group O’Neill Vintners & Distillers has added a non-alcoholic product to its FitVine wine range for the first time.

The company has launched FitVine Free, which it describes as a "functional verjus-based, non-alcoholic wine".

O’Neill Vintners & Distillers has rolled out three styles: a "power red", made with Petite Sirah grapes, a sparkling white and sparkling rosé.

Jenna Kujundzich, vice-president of brand at O’Neill Vintners & Distillers, told Just Drinks the products were the first non-alcoholic wines in the US to contain electrolytes and adaptogens.

Each wine is less than 0.5% abv and contains a maximum of 35 calories per serving.

In a statement, Jeff O’Neill, founder and CEO of O’Neill Vintners & Distillers, said: “FitVine Free is proof that ‘better-for-you’ can still taste great. We saw an opportunity to lead the category forward – not just with non-alcoholic wine, but with a functional option that delivers on flavour, quality, and nearly half the price of most other wines in this category.”

Citing NielsenIQ and Gallup data, Kujundzich outlined the company’s rationale for moving into functional, non-alcoholic wine. In US off-premise, she said, non-alcoholic wine sales have nearly doubled in three years, rising from $47.8m in 2021 to $89.9m in 2024.

More broadly, off-premise sales of non-alcoholic beer, wine and spirits have reached $925m, growing 22% year on year. More than 93% of non-alcohol buyers also purchase alcohol-containing beer, wine and spirits, she added.

On listings, the executive said FitVine Free has already started rolling out in US retail.

O’Neill Vintners & Distillers has secured listings for FitVine Free with Sprouts in California, Arizona, Texas and Florida; Albertsons in southern California and Texas; and Harris Teeter in North and South Carolina, as well as select retailers in Chicago.