Endeavour adds new no & low alc ranges

March 11, 2022
By Ioni Doherty

Dan Murphys and BWS will range two new 0 per cent alcohol wines – Paradox- known for its existing lighter in alcohol wine range, and Minchinbury, a well established and much loved name in the Australian wine industry.

Endeavour continues to expand its no- and low-alcohol ranges in response to growing consumer demand with the latest sales data for Endeavour showing a doubling in the non-alc category.

According to IWSR, no/low products accounted for a 3.5% volume share of beverage alcohol in 10 key markets (Australia, Brazil, Canada, France, Germany, Japan, South Africa, Spain, the UK and the US) in 2021, following a at least six per cent increase in consumption. No/low is now worth just under AUD$13bn.

IWSR forecasts suggest that the category will record a volume compound annual growth rate (CAGR) of +8 per cent between 2021 and 2025.

While there is a trend to moderate drinking and growth in the no & low alc category, IWSR data also shows that 43 per cent of consumers are substituting no/low for full-strength alcohol on certain occasions – but fewer than one in five are avoiding alcohol altogether.

“While January has become a popular month for people to cut back or abstain from alcohol, interest in no- and low-alcohol drinks has increasingly become a year-round trend among consumers across the world,” says Emily Neill, COO of IWSR Drinks Market Analysis.

“To meet that demand, beverage alcohol companies are investing heavily to introduce a number of innovative new products, and many established mainstream brands have recently crossed over to develop no/low alcohol versions of their popular beers and spirits.”


From humble beginnings at local wine shows in Western Sydney in the 1860s, Michinbury went on to earn a sparkling reputation as the first and largest Australian producer of (what was then referred to as) ‘Champagne’ back in the early 1900’s.

Today, Minchinbury is one of Australia’s top value wine brands, producing a range of red, white and sparkling wines for everyday occasions. Minchinbury’s first ever 0 alcohol range includes a delicious mix of traditional varieties to suit any wine occasion including a Chardonnay, Sauvignon Blanc, Brut Cuvée, Shiraz and Rosé, all of which are Zero Alcohol, with a selection of delicious red wines set to be added to the range later this year.


Paradox has been a pioneer of the low-alc wine category and the brand is launching its first ever collection of 0 per cent alcohol wines and expanding its lower alcohol offerings.

Paradox no-alco additions include a Pinot Grigio and Sauvignon Blanc with red varieties to arrive later in the year. The Lighter in Alcohol range also has two new sparkling additions: a Brut Cuvée and a Prosecco.

The category has come a long way since it began picking up steam in early 2020. Although no and low alcohol wines were previously thought of as less tasty than full strength wine, 48 per cent of low-alc drinkers now highlight taste as a key motivation for choosing them.

Lucas Morley, Dan Murphys Assistant Category Manager – Commercial White Wine says: “We have seen demand for lighter alcohol alternatives go through the roof, which has been reflected in the staggering growth of our low alcohol Paradox range first launched in 2020.

“With so much innovation from winemakers at both Minchinbury and Paradox, wine drinkers now can choose from 0 alcohol alternatives that are competing on taste with ‘regular’ full strength wines. The new releases from Minchinbury are packed full of flavour, with the beautiful complexities and length that you would expect from a great wine. We are so excited for consumers to taste these drops.”

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