At this point it hardly qualifies as news that no- and low-alcohol products are a major presence on US drinks shelves. Indeed, after multiple years of double-digit growth, the subcategory can no longer be dismissed as some fleeting trend. But a surprising driver of this sustained movement has been high price brands—especially in the n/a wine space. According to IWSR Drinks Market Analysis data, premium-plus products accounted for 87% of growth in no-alcohol wine between 2022 and 2023.
These are auspicious numbers for the latest entry into the space. This week, Society De La Rassi hits the market with a top shelf sparking wine, crafted from 100% Chardonnay grapes grown in La Mancha, Alcázar de San Juan, Spain. Dealcoholized to .5% ABV, the sophisticated sipper is set to retail at $70 a bottle. Here’s why the juice is worth the squeeze.
“I couldn’t find anything in the current non-alcoholic wine space that truly resonated with my interests,” explains Society De La Rassi founder, Steve Jackson. “So few brands exist with the legacy or iconic experiences of the centuries-old Champagne houses. I wanted to contribute to closing that gap and offer something that elevates the category without ‘non-alcoholic’ being front and center on the label.”
True to his word, the brand’s packaging does indeed convey Old World elegance. But what’s inside the glass is even more elevated. The wine underwent a unique vacuum distillation process to preserve a crisp-yet-rounded body. In order to maintain a depth not normally discernible in no- and low-ABV liquids, roughly 1.2 grams per liter of natural grape must were added back into the liquid before the cork was applied.
Society De La Rassi designates its new flagship as a “Neue Brut,” since it features a low sugar content in line with that of traditional Brut Champagne. However, since this one holds no significant ABV, it is far less caloric than its alcoholic counterparts. A glass of the effervescent Spanish offering is equivalent to 15 calories, versus around 100 in a serving of traditional sparkling wine.
Based out of Los Angeles, the emerging brand is banking on the fact that contemporary consumers will see that $70 price tag as a feature rather than a flaw. It’s positioning its products as a blend of luxury and timeless tradition with modern innovation. Neue Brut is just the start.
“Society de La Rassi is inspired by luxury heritage brands like Louis Vuitton and Hermès,” according to marketing director Wesley Davis. “We love the idea of legacy, and despite being a new brand, want to bring that timeless, high-quality feel to our design. Everything, from the grapes to the glass, is of the highest quality.”
Society de La Rassi is now available online and at select retailers nationwide in single 750ml bottles at an SRP of $70 and 6-bottle packs at an SRP of $420.
Founder Steve Jackson sips on Neue Brut.