Wine is about so much more than just alcohol, and the new generation knows it

Moët Hennessy’s investment in French Bloom is a sign of the changing landscape in alcohol-free wine

Moët Hennessy’s recent investment in French Bloom, a premium alcohol-free sparkling wine producer founded by Rodolphe Frerejean-Taittinger, marks a significant moment in the evolving world of wine.

While some in the media have painted this story as a rivalry between two sides of the Taittinger family, the reality is far more nuanced.

Dan Harwood, Managing Director for Eisberg’s SW Wines Europe, said: “This is about generational differences, and a battle between tradition and embracing modern life.”

French Bloom, which offers exclusively alcohol-free options, stands in stark contrast to Rodolphe’s family’s traditional roots in the Champagne house Taittinger, a brand known for fiercely protecting the sanctity of Champagne as an alcohol-based luxury good.

This move highlights the growing demand for high-quality alcohol-free alternatives but also shines a light on the broader shift in the wine industry, one that even some of its most established figures are still grappling with.

Dan said: “Champagne has long been associated with luxury, celebration, and alcohol. For many, this heritage is sacred. Alcohol-free options represent a departure from this storied tradition.”

A sentiment echoed by Pierre-Emmanuel Taittinger when he said: “Alcohol is alcohol. When we go to alcohol, it’s because we don’t want to drink without alcohol. If you don’t want to pray, don’t go to church.”

To that, Harwood responds: “While Champagne remains a symbol of celebration, we must acknowledge that consumer preferences and drinking habits are evolving. 

“Alcohol may be about alcohol, but wine isn’t just about alcohol, it’s about the enjoyment, the ritual, the grape varieties, and the experience that goes with it.

“Alcohol-free wine is not a replacement for traditional wine; it’s a complement, offering new ways for people to enjoy the richness and complexity of wine, without the alcohol.”

A 2024 survey conducted by Eisberg found that 52% of all consumers are open to purchasing alcohol-free goods, with younger age groups leading the charge.

This is further evidenced, with 74% of 18-34 year-olds expressing interest in alcohol-free options. By contrast, only 28% of older consumers aged 65 and over would consider alcohol-free options.

Dan Harwood said: “These figures highlight the growing demand for alternatives, especially among younger generations who are seeking new ways to enjoy wine and social occasions without alcohol. 

“The younger generation is more open to trying alcohol-free alternatives and this is not a market to shy away from”

Moët Hennessy’s investment in French Bloom signals the premiumisation of the alcohol-free wine category. With prices as high as £109 for its Cuvée Vintage 2022, French Bloom targets consumers who value health-conscious choices without sacrificing quality or status.

Whilst Eisberg’s range is designed to bring affordable, quality alcohol-free options to the masses, Dan welcomes the premiumisation of the category.

He said: “ This is part of a broader evolution within the alcohol-free sector. There’s room for everyone. Brands like French Bloom demonstrate that it’s possible to offer both alcohol and alcohol-free ranges without compromising on quality.” 

With 15 years of wine industry experience before joining Eisberg, Dan’s mission to give consumers more choice with alcohol-free wine is rooted in a deep understanding of, and respect for the wine industry. A journey that somewhat echoes that of Rodolphe Frerejean-Taittinger.

He said: “Those that are pioneering the alcohol free movement are doing so with knowledge, expertise, and long-standing passion for the traditional wine market, creating exceptional alcohol-free wines that can sit proudly alongside traditional wine offerings.”

”We’re seeing more and more seasoned winemakers bringing their expertise from the traditional wine world into the alcohol-free space, which is driving innovation and will help the category grow and evolve.

“At Eisberg, my background in both alcohol and alcohol-free wine has been instrumental in the development of new products, like our Pinot Noir Selection range which is about to land in Morrisons. This blend of knowledge allows us to push boundaries and craft alcohol-free wines that are truly exceptional.

“We are not destroying ancestral art, we are broadening the horizons of the industry to meet the demands of an ever-changing consumer. Alcohol-free wines aren’t a threat to Champagne, instead, they’re an opportunity for growth and diversification.

“While not everyone in the industry needs to create an alcohol-free alternative, there’s no need to feel threatened by the rise of alcohol-free options, there’s room for both.”

As the wine industry continues to evolve, the brands that successfully balance tradition with innovation will be the ones that thrive.

For more information on Eisberg, please check out https://eisberg.co.uk/.