Five years ago, what started as a simple company wellness challenge transformed into a winemaking revolution that would reshape the entire non-alcoholic wine category. Today, Giesen 0% stands as the undisputed leader in premium non-alcoholic wine, celebrating a remarkable milestone that began with a single bottle of Sauvignon Blanc and has grown into a nine-wine portfolio that’s capturing the attention of hospitality professionals and mindful consumers worldwide.
The Genesis of a Game-Changing Category
When Giesen Group launched their first 0% Sauvignon Blanc in 2020, the non-alcoholic wine landscape looked vastly different. The category was fragmented, quality was inconsistent, and most offerings felt more like afterthoughts than carefully crafted beverages. But the Giesen brothers: Theo, Alex, and Marcel: saw an opportunity to apply their four decades of New Zealand winemaking expertise to create something entirely new.
“What began as a company wellness challenge quickly became a bold winemaking mission to craft the world’s best 0% alcohol wine,” explains Richard O’Brien, Sales & Marketing Director of Giesen Group. “We started with Sauvignon Blanc, New Zealand’s most beloved varietal, a bright and vibrant style that showed consumers that great wine can be enjoyed without alcohol.”
The decision to lead with Sauvignon Blanc wasn’t accidental. New Zealand’s signature grape variety offered the perfect combination of vibrant acidity, distinctive aromatics, and food-friendly characteristics that could survive the alcohol removal process while maintaining true varietal expression. This strategic choice would prove prescient, as their 0% Sauvignon Blanc has become the best-selling premium non-alcoholic wine in the United States.
Market Dominance Through Quality and Innovation
The numbers tell a compelling story of category leadership. Giesen 0% now commands a remarkable 49% share of the premium non-alcoholic still wine segment, with 28% year-over-year growth that shows no signs of slowing. The brand has achieved the coveted position of #1 premium non-alcoholic wine brand and #2 top-selling non-alcoholic wine brand by dollar share: metrics that underscore the power of prioritizing quality over quick market grabs.
This success extends beyond national averages, with particularly strong performance in key hospitality markets including California, New York, Texas, and Florida. These markets represent more than just strong sales figures; they’re indicators of how premium non-alcoholic wine is becoming a year-round category rather than a January-only trend.
For restaurant operators and beverage directors, this growth represents a significant opportunity. The mindful drinking movement isn’t a passing fad: it’s a fundamental shift in how consumers approach alcohol consumption. Giesen’s success provides a blueprint for establishments looking to capitalize on this trend while maintaining their commitment to quality and profitability.
The Art and Science of Alcohol Removal
What sets Giesen apart in the crowded non-alcoholic space isn’t just marketing: it’s their commitment to winemaking excellence from vineyard to bottle. The process begins in Marlborough, New Zealand, where exceptional fruit quality and meticulous viticulture create the foundation for flavor and varietal expression.
The grapes undergo the same careful growing, harvesting, and initial winemaking processes that guide Giesen’s full-strength portfolio, with tailored decisions made specifically for alcohol-removed styles. This attention to detail at every stage ensures that the final product retains the structural integrity and flavor profile that wine professionals and consumers expect.
The magic happens with Giesen’s in-house spinning cone technology, operated by a dedicated winemaking team with nearly five years of specialized experience in alcohol removal. This gentle process preserves the wine’s structure, aroma, and varietal character: elements that are often lost in less sophisticated removal methods.
This technological investment represents more than just production capability; it’s a statement of long-term commitment to the category. While many producers outsource alcohol removal, Giesen’s in-house approach allows for greater quality control and innovation potential.
Expanding Beyond Traditional Boundaries
The recent launch of Giesen 0% Spritz marks a significant evolution in the brand’s approach to market expansion. Available in both bottles and sleek slim cans, the spritz format addresses the growing demand for convenient, portable, and occasion-appropriate non-alcoholic options.
This innovation demonstrates sophisticated market understanding. The spritz format appeals to younger demographics who prize convenience and Instagram-worthy presentation, while the canned format opens new distribution channels including venues where glass isn’t practical or permitted.
For hospitality professionals, the spritz line offers compelling advantages: consistent quality, attractive presentation, portion control, and the ability to serve premium non-alcoholic options in outdoor settings, poolside venues, and events where traditional wine service might be challenging.
Strategic Implications for the Hospitality Industry
Giesen’s success offers several key insights for restaurant operators, beverage directors, and hospitality professionals:
Premium Positioning Works: Rather than competing on price, Giesen has proven that consumers will pay premium prices for exceptional non-alcoholic wine. This suggests opportunities for restaurants to improve margins while meeting customer demand.
Year-Round Opportunity: The brand’s sustained growth beyond Dry January indicates that non-alcoholic wine has evolved from a seasonal offering to a permanent category worth serious beverage program consideration.
Format Innovation Drives Growth: The success of the spritz line demonstrates that traditional wine formats aren’t the only path to market success. Creative packaging and presentation can open new occasions and customer segments.
Building a Comprehensive Portfolio
Giesen’s nine-wine portfolio spans the spectrum of wine styles, from their flagship 0% Sauvignon Blanc to 0% Premium Red Blend, 0% Rosé, and sparkling options. This comprehensive approach allows restaurants and bars to offer complete non-alcoholic wine programs rather than token offerings.
The portfolio strategy also reflects deep understanding of different dining occasions and food pairing opportunities. White wines complement seafood and lighter fare, reds pair with heartier dishes, rosé bridges seasons and occasions, while sparkling options work for celebrations and aperitifs.
The Opici Partnership Advantage
Giesen’s partnership with Opici Wines & Spirits for national distribution represents more than just logistics: it’s a strategic alliance between two family-owned companies with shared values around quality and relationships. Opici’s fourth-generation leadership and century-plus track record provide the market presence and industry credibility that emerging categories need to succeed.
This partnership model offers insights for other international brands seeking U.S. market entry, demonstrating the value of aligning with established partners who understand both the regulatory landscape and the relationship-driven nature of the American wine and spirits industry.
Looking Ahead: Innovation and Opportunity
As Giesen celebrates this five-year milestone, their continued investment in innovation and quality sets the stage for the next phase of growth. The company’s unique position: spanning no-alcohol, low-alcohol, and full-strength wines: provides versatility that few competitors can match.
For industry professionals, Giesen’s trajectory offers a roadmap for understanding where the non-alcoholic category is heading. Quality wins over novelty, innovation drives growth beyond traditional boundaries, and consumer education remains crucial for category development.
The mindful drinking movement shows no signs of slowing, and premium non-alcoholic wine has proven its staying power beyond trend status. As consumers continue prioritizing wellness without sacrificing experience, brands like Giesen that deliver genuine quality and innovation will continue leading the category forward.
Whether you’re a restaurant owner evaluating beverage program additions, a distributor assessing portfolio opportunities, or a hospitality professional tracking industry trends, Giesen’s five-year success story provides valuable insights into building sustainable growth in an evolving marketplace.
The next five years promise continued innovation, expanded distribution, and growing consumer acceptance of premium non-alcoholic wine as a legitimate category rather than a compromise choice. For those ready to embrace this shift, the opportunity has never been clearer.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine’s “Top 40 Under 40” for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
