Non-Alcoholic Wines in Australia: Market Insights and Consumer Demand

Australia’s non-alcoholic wine scene is evolving—but when you compare it to what’s coming out of Europe, it’s clear we’ve got some catching up to do.

After a recent conversation with a long-time customer, we were asked whether we’d consider importing non-alcoholic wines from Europe. Their reason was simple: the quality they’ve experienced overseas feels a step ahead of what’s currently available in Australia.

It’s a fair observation.

Australia’s wine industry is world-renowned, but when it comes to non-alcoholic wine, we’re still in the early chapters. Many local producers are traditionalists, exceptional at what they do, but often slower to adopt dealcoholisation technology or shift toward emerging markets. Most operate small-scale, which makes the economics even harder. Investing in advanced equipment for alcohol removal or pilot batches of non-alcoholic varietals is a costly, time-intensive commitment, and for many, it’s simply out of reach.

That said, there are notable exceptions breaking the mould.

NON has carved out a unique space with its chef-led, zero-alcohol wine alternatives; blending verjus, native botanicals, and culinary techniques to create bold, food-pairing beverages that don’t try to mimic wine, but stand confidently in their own category.

Similarly, Hairy Armadillo is pushing boundaries with fermented tea-based drinks; an elegant, layered alternative for those who want complexity and craft without compromise. These aren’t afterthoughts; they’re intentional, premium products developed with the same rigour you’d expect from high-end winemaking.

By contrast, parts of Europe, particularly Germany and Austria, France, and Spain have scaled up significantly. Faced with declining alcohol consumption, many European producers have responded by investing in innovation. They’re refining techniques like vacuum distillation and spinning cone column technology to preserve aroma, texture, and structure, key elements in producing a non-alcoholic wine that feels complete, not compromised.

Australia’s smaller population also plays a role. The demand for non-alcoholic wine is growing, but it’s still relatively niche. In global terms, we represent a small consumer base, and that has a direct impact on what gets produced, prioritised, and stocked.

Recent tariff changes in the US are another factor we’re watching closely. As international markets shift, sourcing decisions may evolve in parallel.

In short: the demand for higher quality is valid; and we’re aligned with it. We’re actively exploring opportunities to bring in exceptional non-alcoholic wines from beyond our shores, while continuing to support and champion local producers who are experimenting and innovating.

We love the ones we have currently in our store. Have a look here

Stay tuned. There’s more to come.