A German winery located in a scenic Rhine Valley castle is at the forefront of a growing trend toward alcohol-free drinks, particularly among younger, health-conscious consumers. While zero-alcohol beers have surged in popularity, the family-run Carl Jung wine estate is betting on similar success in the wine sector, leveraging a pioneering technique that dates back over a century.
Bernhard Jung, who runs the winery in the picturesque town of Rüdesheim, said that the demand for alcohol-free wine is steadily increasing. “We are seeing this growth in demand, and it’s continuing to rise,” Jung explained.
Although Germany is traditionally known for its beer-brewing heritage, the Carl Jung winery has long been a key player in the alcohol-free wine industry. The winery’s roots stretch back to 1907 when Bernhard’s grandfather, Dr. Carl Jung, invented a process to gently remove alcohol from wine while maintaining its original flavor. This innovative technique was developed after Dr. Jung sought a way to help a loyal customer who could no longer consume alcohol for health reasons. His solution became the industry standard and was patented, setting the foundation for the family’s alcohol-free wine business.
For over a century, the Carl Jung winery has produced alcohol-free wines. In fact, three decades ago, the estate stopped making alcoholic wines entirely. Today, the winery produces approximately 17 million bottles of alcohol-free wine each year, with sales growing by around 35% annually.
While “zero-alcohol” drinks have existed in various forms for centuries—serving markets in Muslim countries and during the U.S. Prohibition era—recent years have seen a significant rise in demand for non-alcoholic beer, wine, and spirits. This surge is driven by a growing awareness of the potential health impacts of alcohol and a desire to avoid hangovers.
Shifting Consumer Preferences
This shift is expected to continue, according to beverage data firm IWSR, which predicts a steady 11% annual growth in alcohol-free drink consumption in the United States until 2028, along with substantial increases in Britain, France, and Germany. The trend is particularly pronounced among younger consumers, many of whom are rethinking the supposed benefits of moderate alcohol consumption. The World Health Organization added weight to these concerns last year, when it stated that “there is no safe amount” of alcohol consumption that does not negatively impact health.
At the Carl Jung winery, about two-thirds of the alcohol-free wine produced now comes from other producers who want to offer alcohol-free options without investing in expensive equipment. Tanker trucks from across Germany and Europe regularly deliver batches of wine to have their alcohol removed at Jung’s facility.
The process itself is a technical one. In large, industrial-sized rooms, two machines equipped with pipes operate continuously, removing alcohol from batches of both red and white wine. The wine is heated in a vacuum, allowing alcohol to evaporate at a lower temperature, which helps preserve the drink’s original flavor profile. The wine also undergoes an “aroma recovery” process, which attempts to restore some of the character lost during de-alcoholization.
Overcoming Scepticism
Despite the growing interest in alcohol-free wine, some critics still dismiss it as nothing more than “grape juice.” However, Jung is confident that the quality of alcohol-free wines has improved significantly. “We now have better wines for de-alcoholization than we did years ago,” he said, noting that the technology and know-how involved have advanced considerably.
In Frankfurt, at Die Bruecke bar, owner Sandra Beimfohr has seen increasing demand for alcohol-free wine. “We started offering alcohol-free options about four years ago, and at first, guests were hesitant. But in the last two or three years, we’ve seen a marked increase in demand,” she said.
Despite these advances, alcohol-free wine still makes up just 0.5% of the global market for still and sparkling wines, according to IWSR data. Jung acknowledges that the industry still faces hurdles in winning over more discerning wine lovers, particularly those who are committed to traditional alcoholic wines.
Another challenge for the sector is the higher cost of alcohol-free wines. They typically retail for more than their alcoholic counterparts, which may limit their appeal for some consumers.
A Divided Opinion
While alcohol-free wine is gaining popularity, not all consumers are convinced. Baerbel Buchwald, a 67-year-old pensioner, expressed her dissatisfaction with the product. “It was too sweet and tasted very artificial,” she said, describing it as resembling “cleaning detergent” rather than wine.
Despite such critiques, the trend toward alcohol-free options shows no sign of slowing down, with more consumers opting for healthier alternatives in their beverage choices. As the Carl Jung winery continues to expand its production, it
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