The French wine industry is entering a new chapter with the opening of its first wine dealcoholisation centre, Le Chai sur, located in Vic-Fezensac, in the Gers department.
This innovative facility, born from the collaboration between Moderato, a company specializing in non-alcoholic wines, and Vivadour, a leading agricultural cooperative, eliminates the need for French producers to send their wines abroad for dealcoholisation—a process previously outsourced to countries like Belgium, Spain, or Germany. This development not only cuts logistical and environmental costs but also strengthens France’s ability to adapt to evolving market demands.
The Dealcoholisation Process
Le Chai sur will employ a cutting-edge technique known as vacuum distillation or cold distillation, which reduces alcohol content in wine while preserving its essential organoleptic properties—the taste, aroma, and mouthfeel crucial to quality wine. According to Fabien Marchand-Cassagne, co-founder and CEO of Moderato, this approach is both ecologically and economically advantageous. By reducing transportation and additional process-related costs, the facility offers a lower carbon footprint while maintaining the high standards required for premium dealcoholised wines. Furthermore, the centre will house a laboratory for small-scale testing to ensure consistent quality.
Initially, Le Chai will have the capacity to dealcoholise approximately 50,000 hectolitres of wine per year. This output will allow Moderato to produce its own line of non-alcoholic wines while also offering services to other wine producers interested in entering the alcohol-free segment. This strategic move could provide French winemakers with an opportunity to diversify their product range and tap into a growing global trend.
A Timely Response to a Challenging Market
The opening of this dealcoholisation centre comes at a critical time for the French wine sector. Faced with declining sales and profitability challenges, producers are looking for ways to add value to their grapes. The production of non-alcoholic wines offers a promising solution, allowing winemakers to expand their offerings and reach new consumers. Marchand-Cassagne emphasized that this development aligns with emerging consumer preferences, as demand for alcohol-free alternatives continues to rise globally.
Moderato has already partnered with 70 bulk wine producers through Vivadour and is actively exploring new business opportunities with importers. The initiative has garnered strong interest from distributors eager to develop their own non-alcoholic wine brands. During its presentation at the Wine Paris trade fair, numerous producers expressed enthusiasm about this burgeoning category, highlighting the momentum behind this movement.
Challenges and Opportunities
Although alcohol-free wines have seen consistent growth, they still represent a small portion of the market. One of the main challenges facing this sector is consumer awareness. According to a recent study, 38% of respondents were unaware of alcohol-free wines, underscoring the need for increased education and visibility. Price also remains a critical factor in consumer acceptance. The dealcoholisation process involves additional steps and the use of high-quality base wines, which naturally elevates the final cost. Moderato’s wines are priced between 8 and 17 euros, reflecting their premium quality compared to lower-priced alcohol-free options available in supermarkets.
Xavier-Luc Linglin, director of the François Lurton estates, whose Les Fumées blanches brand has entered the non-alcoholic category, also emphasized the importance of consumer education. He explained that the production of non-alcoholic wines involves starting with high-quality conventional wines, which are then subjected to alcohol removal and sometimes a reintroduction of aromas to maintain balance. These additional steps justify the higher price point of alcohol-free wines when compared to traditional varieties.
A further challenge lies in maintaining the sensory characteristics of wine after dealcoholisation. Red wines, in particular, can develop a "cooked" flavor during the process, which is undesirable when a rounder, more balanced profile is sought. Research and development efforts at Le Chai will focus on refining techniques to ensure the final product retains its original quality and complexity.
Changing the Narrative: Marketing Alcohol-Free Wines
Marketing and communication will be key to the success of alcohol-free wines. Mathilde Boulachin, director of Pierre Chavin, a company that has pioneered the non-alcoholic wine segment, believes the terminology used to describe this category needs a rethink. Rather than focusing on the absence of alcohol, she suggests finding a more positive and appealing way to present these products. This shift in narrative could help reposition alcohol-free wines as a viable and desirable option for consumers, rather than a lesser alternative to traditional wines.
A Step Forward for the Wine Industry
The opening of Le Chai sur in France marks an important milestone in the evolution of the wine industry. As consumer demand for alcohol-free options grows, the ability to offer high-quality dealcoholised wines at fair prices will be crucial for the sector’s future. This initiative demonstrates France’s readiness to embrace change, fostering sustainability and innovation while respecting the cultural heritage of winemaking.
As Moderato, Vivadour, and their partners move forward, they are poised to help the French wine industry adapt to new trends, offering consumers more choices without compromising on quality. The success of this venture will depend not only on the ability to produce exceptional non-alcoholic wines but also on effectively communicating their value and appeal to an evolving marketplace.
Source: Vinetur