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Insight of the Day: Why a fine de-alcoholised wine starts with an ‘undrinkable’ base

The creation of a fine de-alcoholised wine, such as the one produced by French Bloom, involves several key points highlighted in the article:

- Unique Product: French Bloom has introduced a high-end alcohol-free sparkling wine called La Cuvée, positioned as a prestige cuvée fizz without alcohol. This premium product targets high-spending teetotallers and those seeking a fine alternative to Champagne during occasions when they are abstaining from alcohol.

- Innovative Approach: To develop a complex de-alcoholised wine like La Cuvée, the winemakers took a unique approach. Instead of starting with a traditional fine wine and de-alcoholising it, they created a base wine specifically designed to be de-alcoholised. This method differs from the conventional process and required rethinking winemaking techniques from the outset.

- Quality Concerns: The winemaker, Rodolphe Frèrejean-Taittinger, emphasized the importance of not simply de-alcoholising existing wines, as this approach often leads to disappointing results. He highlighted that starting with a base wine intended for de-alcoholisation is crucial to achieving a high-quality end product.

- Market Positioning: La Cuvée is priced at £109 for a 75cl bottle and is exclusive to retailers like Harrods, targeting a niche market of consumers who appreciate luxury alcohol-free options. This positioning sets it apart from mainstream de-alcoholised wines available at lower price points in supermarkets.

Overall, the development of fine de-alcoholised wine by French Bloom represents a novel approach to catering to discerning consumers seeking premium alcohol-free alternatives, showcasing innovation and quality in the non-alcoholic beverage sector.


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