Freixenet shakes up the alcohol-free market

Freixenet, the world’s leading sparkling wine brand, is making a bold play for the high-end sober-curious market with the launch of Freixenet Diamond 0.0%.

This new release marks the brand’s first venture into the super-premium alcohol-free category, signalling a shift in how the industry views the non-alcoholic segment.

The decision to launch Diamond 0.0% is rooted in a shift in global consumer habits. Conscious alcohol consumption has evolved into a robust market segment with a 13% growth rate.

Freixenet is specifically targeting the rise of “ZEBRA” consumption — a trend where consumers mix alcoholic and non-alcoholic drinks during a single occasion — by offering a product that matches the quality and prestige of traditional sparkling wines.

Positioned at the top of the 0.0% segment, the Diamond 0.0% aims to prove that choosing an alcohol-free option does not mean sacrificing a premium experience. The product is defined by:

• Italian craftsmanship: the wine is crafted from selected Italian grapes and gently dealcoholised to maintain its original character.
• Refined palate: it offers a fresh, balanced taste with a crisp, polished finish.
• Iconic design: the liquid is housed in Freixenet’s signature diamond-patterned bottle, updated with a new visual identity to mirror the brand’s successful Italian sparkling portfolio.
   

Freixenet, already the top international alcohol-free sparkling brand, views this launch as a natural extension of its Mediterranean lifestyle philosophy. By providing a high-quality alternative, the brand seeks to inspire enthusiasm for conscious enjoyment.

The new super-premium sparkling wine will initially launch in the UK, Poland, and Belgium in 0.75-liter bottles starting in April 2026.

Freixenet isn’t stopping there; the brand has already announced plans to expand the line later in 2026 with Diamond Sparkling Rosé and Still 0.0% variants, further cementing its leadership in the alcohol-free space.