The Lower the Better? Discussion on Non-Alcoholic Wine and Its Marketing

Abstract

In the German beverage market, a shift in consumption has become apparent in recent decades: away from alcoholic beverages and towards non-alcoholic alternatives. This indicates a tradeoff between two important and nutritionally relevant substances: alcohol and sugar. This review, therefore, addresses the question of the significance of these developments to the German wine industry, where non-alcoholic wines and sparkling wines are becoming increasingly important. The production of these products is accompanied by a reduction in alcohol content with a simultaneous increase in sugar. Furthermore, these products could also become the focus of health policy efforts when it comes to accusations of possible “alibi marketing”. Here, parallels with the handling of tobacco products become clear, while the tradeoff between alcohol and sugar recedes into the background.