Australia's Wine Industry Invests $15M in Zero-Alcohol Beverages
Update: 2025-12-14
Description
Australian wine producers, including Treasury Wine Estates, have invested fifteen million dollars in a new facility for zero-alcohol beverages, aiming to capture the growing market of non-alcoholic drinkers. This move aligns with the trend of reduced alcohol consumption among Australians, with over one-third cutting back in the past year. The new facility, located in Barossa Valley, focuses on producing low and no-alcohol wines, which are expected to be popular during the Christmas season. The demand for non-alcoholic options is supported by research showing that seventy-six percent of Australians drive on Christmas Day, with thirty-seven percent acting as designated drivers. This investment signifies a shift in the industry, positioning zero-alcohol wines as a significant alternative for those looking to moderate their drinking during festive occasions.
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