Riunite and Maschio, flagship brands of Cantine Riunite, Italy's leading wine cooperative, introduce new non-alcoholic wines to the U.S. market: Riunite Zero Red Semi-Sparkling and Maschio Zero White Sparkling. These offerings, with less than 0.5% ABV, deliver on taste and quality for today's mindful consumers. The launch will be supported by the upcoming "100% Italian. Zero Proof" campaign, which will bring both brands together under a unified look.
This launch comes at a time of accelerating demand for no- and low-alcohol options. According to NIQ, the fastest-growing segments on the shelf don't contain alcohol, with non-alcoholic wine sales up 23.4% over the past year. Building on this momentum, Riunite Zero and Maschio Zero are bringing their signature approachable style and quality to U.S. consumers—now alcohol-free. In 2024–2025, with both SKUs available internationally, worldwide sales reached 200,000 bottles of Riunite Zero and 150,000 bottles of Maschio Zero, with the majority of sales taking place in 2025, underscoring strong global demand and growing consumer enthusiasm for these brands.
Together with their exclusive U.S. importer, Frederick Wildman and Sons, Riunite and Maschio unveil a fresh chapter for two of Italy's most iconic wine brands—one that embraces innovation while staying true to their regional winemaking roots.
"Consumers are reimagining how they enjoy wine, and we're proud to offer them options that don't compromise on flavor or quality," said Mina Belhaj Rouas, VP of Marketing and Trade Development at Frederick Wildman. "Riunite Zero and Maschio Zero expand our portfolio with high-quality, alcohol-free options that meet today's evolving consumer tastes."
Both wines begin with the alcoholic fermentation of grape must and undergo a meticulous process to gently remove alcohol content without compromising the integrity of the fruit, preserving freshness, fruit character, and balance. The result is a vibrant, fruit-forward alternative that delivers full flavor.
Riunite Zero Red Semi-Sparkling (SRP $9.99) captures the smooth, fruit-forward style that made Riunite a household name in America. Lightly fizzy and ruby-hued, it offers aromas of dark fruit and spice with a naturally sweet, refreshing finish—best enjoyed chilled over ice.
Maschio Zero White Sparkling (SRP $12.99) delivers the bright, refreshing character of Prosecco DOC in a 0.0% ABV expression. With citrus and floral notes and lively bubbles, it's a versatile, alcohol-free option ideal for rooftop brunches, weekday dinners, or festive toasts.
Both products are now launching in retail accounts across the U.S., including HEB, Total Wine & More, and Bevmax. The launch is supported by influencer partnerships, digital campaigns, and strategic marketing efforts to introduce the wines to new consumers.
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