Impact Databank: Low-Calorie Wines Sustain Double-Digit Growth
While the U.S. wine market suffered a decline last year and now faces further uncertainty from tariffs, the “better-for-you” sector continues to buck the trend, according to Impact Databank. Low-calorie wines surpassed three million cases in 2024, and the only industry segments which performed better were wine-based RTDs and alcohol-removed wines.
Delicato’s Bota Box Breeze ($23 a 3-liter box) is the market leader, and recently partnered with another growing sector—the sport of pickleball. O’Neill Vintners’ second-ranked Fitvine had been one of the original pioneers of the low-calorie wine market, and just this month added Bubbly Rosé to its aluminum wine bottle collection, selling for $15 a 750-ml.
“Bota Box Breeze is driving growth for the light wine category overall,” says Delicato chief marketing officer Jon Guggino. “In fact, Bota Box Breeze represents one in every four servings of light wine consumed in the U.S. today.”
The fastest-growing wine in this still relatively nascent category on a percentage basis is Avaline, from actress Cameron Diaz and entrepreneur Katherine Power. Organic and vegan-friendly, over 60% of Avaline is sourced from France, according to Impact Databank. The brand is relaunching an Italian Bianco ($28) this spring. One of the more recent entrants into the better-for-you segment is Decoy’s Featherweight Sauvignon Blanc, at an SRP of $20.
Because alcohol-removed wines also have far fewer calories than regular wine, the de-alcoholized sector has seen impressive growth as well, and stood at 1.6 million cases in the U.S. last year. The market is led by Trinchero’s Fre, which had over 25% category share in 2024, according to Impact Databank. The fastest-growing brand in the alcohol-removed segment is Opici’s Giesen 0% from New Zealand, which recently added a Chardonnay to its lineup.
“No-alcohol is a smaller piece of business today, but the growth rates are significantly higher,” says Brie Wohld, vice president of marketing for Trinchero. “I think we’re going to continue to see more innovation and more growth over time.”—Juan Banaag
| U.S.—Leading Low-Calorie Wine Brands1 (thousands of 9-liter cases) |
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| Brand | Company | Origin | 2023 | 2024 | Percent Change2 |
|
|---|---|---|---|---|---|---|
| Bota Box Breeze | Delicato Family Wines | California | 710 | 885 | 24.8% | |
| Fitvine | O’Neill Vintners & Distillers | California/Italy | 220 | 220 | – | |
| Avaline | Avaline | France3 | 142 | 214 | 50.3% | |
| Yellow Tail Pure Bright |
Deutsch Family | Australia | 212 | 212 | – | |
| Kim Crawford Illuminate |
Constellation | New Zealand | 171 | 168 | -1.5% | |
| Cupcake LightHearted |
The Wine Group | U.S. | 178 | 127 | -28.5% | |
| Sunny With a Chance of Flowers |
Scheid Vineyards | California | 107 | 110 | 2.8% | |
| Liquid Light | Ste Michelle | Washington | 91 | 107 | 17.0% | |
| Matua Lighter | Treasury Wine Estates | New Zealand | 73 | 74 | 1.5% | |
| Meiomi Bright | Constellation* | California | 66 | 59 | -11.0% | |
| Kendall-Jackson Lower-Calorie Chardonnay |
The Wine Group | California | 39 | 39 | 1.0% | |
| Decoy Featherweight | Duckhorn Portfolio | California | – | 25 | +% | |
| Total Leading Brands4 | 2,008 | 2,241 | 11.6% | |||
| 1 excludes non-alc wines 2 based on unrounded data 3 Also includes wine from Spain, Italy, California, and Washington 4 addition of columns might not agree due to rounding * Meiomi is among several brands The Wine Group has agreed to purchase from ConstellationSource: IMPACT DATABANK © 2025 |
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Tagged : Avaline, Bota Box Breeze, Decoy Featherweight, Delicato, Fre, Giesen 0%, Trinchero
