The Launch
La Marca Prosecco, ranked America's top-selling sparkling wine brand by IRI data through July 2026, is entering the non-alcoholic segment for the first time with a de-alcoholized Italian sparkling priced at $18.99 suggested retail — positioning the SKU squarely in the premium tier of a category that has drawn intensifying shelf competition from both established wine brands and no-ABV startups.
The product, crafted in Italy from high-quality Italian grapes and dealcoholized at low temperature to retain aromatics, carries less than 0.5% ABV. Tasting notes emphasize crisp apple, white peach, and delicate citrus — a flavor profile designed to mirror La Marca's flagship Prosecco rather than signal a category departure. The brand is distributed nationally.
The Consumer Math
La Marca's decision to extend beyond its Treviso-rooted, Veneto-cooperative core is grounded in a specific data point: Nielsen research published in January 2026 found that more than 90% of non-alcoholic beverage buyers also purchase alcohol. That overlap reframes no-ABV launches as incremental volume plays rather than cannibalization risks — a calculus that has accelerated line extensions across the broader beverage alcohol and non-alcoholic drinks landscape.
"Consumers want more flexibility in what they bring to the table, without compromising taste," said Caitlin Conroy, Director of Marketing for La Marca. "With La Marca Non-Alcoholic Sparkling, we're bringing the quality, craftsmanship and signature taste people expect from La Marca to a new offering that gives them another way to celebrate."
The $18.99 price point is notable: most legacy wine brands entering the non-alcoholic space have clustered between $12 and $22 at retail, making La Marca's entry competitive without undercutting the premium positioning that has driven its flagship Prosecco to category leadership.
Market Context
The no-and-low alcohol segment has been one of the fastest-growing pockets in U.S. beverage retail over the past three years, attracting investment from spirits houses, wine cooperatives, and dedicated non-alcoholic brands alike. For a cooperative representing 5,000 growers farming 35,000 acres in northern Italy's Veneto region, the launch represents both a portfolio hedge and a direct response to shifting consumer trends in the wine and sparkling category.
Food & Beverage Magazine (fb101.com) has tracked the moderation trend as a structural driver rather than a cyclical blip, with younger legal-drinking-age cohorts reporting higher rates of occasion-based abstinence than prior generations — precisely the white space La Marca is targeting with its first non-alcoholic SKU.
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 Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
