"You’ve got to start with the customer experience and work backward to the technology. You can’t start with the technology and try to figure out where you’re going to sell it." — Steve Jobs
Few topics in the wine world spark as much debate as non-alcoholic wine. Some argue that without alcohol, it ceases to be wine. Others believe differently.
This debate plays out across industry panels, social media, and even within winemaking circles. But in reality, it’s just semantics. The real question isn’t what we call it.
The real question is: What do customers actually want?
The Traditionalists vs. The Market Reality
There’s no denying that alcohol plays a central role in traditional winemaking. It influences structure, balance, and the way aromas and flavors evolve in the glass. For many winemakers, removing alcohol feels like stripping away the soul of the wine.
But the world is changing.
A significant and rapidly growing number of consumers want the wine experience—the appearance, aroma, flavor, mouthfeel, and finish—without the effects of alcohol. They’re not looking for grape juice or a simple alternative. They want complexity, sophistication, and a drink that belongs at the table just like any fine wine.
If the industry is serious about adapting to changing drinking habits, it needs to move past debates about terminology and focus on delivering what these customers want.
Recreating the Wine Experience—Without Alcohol
At BOLLE, we believe that many people who seek out non-alcoholic wine want it to be as close as possible to traditional wine—not just in name, but in experience. They want depth, structure, and complexity, just without the alcohol.
Of course, others are simply looking for a nice drink—something refreshing and enjoyable, without necessarily needing it to replicate wine. Both approaches are valid, but the key is understanding which customer you are serving.
That’s why we do something no one else in the world does.
BOLLE is the only non-alcoholic wine that undergoes a second fermentation after dealcoholization. This is crucial because removing alcohol doesn’t just remove the buzz—it affects structure, aroma, and depth. Through secondary fermentation, we restore what’s lost, creating a non-alcoholic wine that actually delivers on flavor, balance, and mouthfeel.
And when people taste it, their reaction is almost always the same:
"Wow this is just like wine, and it's delicious."
The Market Has Already Decided
The debate over whether non-alcoholic wine is “real” wine might continue, but one thing is certain: Consumers are voting with their glasses.
More people are moderating their alcohol intake.
More people are searching for high-quality alternatives that fit their lifestyle.
More people want a drink that allows them to socialize, celebrate, and pair with meals—without the effects of alcohol.
For the wine industry, the question isn’t whether non-alcoholic wine should exist. It’s how to make it better.
Start with the Customer, Not the Definition
Steve Jobs’ philosophy applies here more than ever. The companies that will succeed in this space won’t be the ones arguing about terminology. They will be the ones that listen to consumers and create a product that delivers exactly what they want.
At BOLLE, we’re not here to argue about definitions. We’re here to make the best non-alcoholic wine possible—one that gives people the full wine experience, just without the alcohol.
Because at the end of the day, great wine isn’t about alcohol. It’s about experience. And that’s what truly matters.
