There is a fine line between indulgent and healthy, and wine waters seems to stand right on it.
As this year saw the rise of the sober-curiousness trend, non-alcoholic drinks such as wine waters have a great market potential. This is due to their natural antioxidants content and their functionality. Wine water, either still or sparkling, is promoted as healthy and natural, with a distinctive wine taste. In GlobalData’s Q3 2019 global consumer survey, 92% of surveyed consumers consider that eating healthily creates a feeling of wellness. Some 60% say they believe antioxidants have a positive impact on their health.
Israeli start up sparks interest
A new water concept, wine water is different from alcoholic seltzers, non-alcoholic wine and fruit flavoured waters. This is because it does not contain alcohol, but does have a wine-infused flavor, for a more sophisticated taste. The wine essence water from Wine Water Ltd. – an Israeli start-up, was released last year and already sparks interest. Its brand is O.Vine and it taps into a few consumer trends. These are the absence of alcohol, low sugar content, low calories (just 25 per bottle) and elegant glass bottle instead of plastic.
Wine Water Ltd., in addition to this, claims social responsibility towards the people and the land. The product is sustainable due to its contents and mode of production. It is created with ethically-sourced grape ingredients. These are skin and seeds from the Galil Mountain Winery, which otherwise would become waste. Wine Water Ltd.’s goal is for it to become a zero-waste company. This will fit with its image inspiring naturalness, freshness and a healthy lifestyle. The brand is currently available in the USA, UK and France.
Antioxidants are prominent wine waters selling points
Another slightly similar brand is Napa Hills, flavoured water ‘with red wine’s natural antioxidants’, but without a wine flavour. The Napa Hills products are only available in the USA and via their online store. PepsiCo also gave the trend a try. They released a limited-edition rosé-flavored sparkling cola, served at the first edition of the BravoCon in November. Walmart recently introduced a rosé wine drink enhancer, but it is not expected to come too close to the wine taste.
Wine waters are seen as much lower in calories and sugar than actual wine. This is enough to respond to the growing health and wellness demands. All of this while not ditching the classic wine taste that a lot of people love. The category is yet to grow, as there is not a large variety of wine waters. Undoubtedly it has potential in the way it is presenting itself as natural, sustainable and tasty. However, until wine water as a category grows globally, for now consumers are just left wanting more.