“November and December are months where everything encourages us to drink more: the weather, the meetings, the end of the year. And I have my birthday in January and there is a decision of mine to arrive at my birthday detoxified. I have more energy when I drink less: I do sports, I start earlier, I feel better. I love wine and the ritual that is created around a table, but I also like how I feel when I cut it for a little while.”
The speaker is Daniela Butvilofsky, chef, and therefore accustomed to a world where the drink always pairs naturally. But theirs is not an exception to the rule: there are more and more, inside and outside the gastronomic circuit, those who choose to join a time with less alcohol consumptionboth for end-of-year meetings and for life in general. On the other side of the counter, wineries, breweries and restaurants are already taking note and adjusting their proposal.
Pioneer sparkling wine
In this scenario of growing moderation, The most striking reaction comes from a sector where alcohol is part of the DNA: winegrowing. In this area, The Nieto Senetiner winery has just launched the first alcohol-free sparkling wine in the countrya 100% wine and zero alcohol product that inaugurates an unprecedented category in Argentina. “What we saw very clearly is that the consumer is changing. There is a much more conscious search for well-being, for feeling light and for balancing moments without giving up social rituals,” explains Delfina D’Alessandro, Marketing Manager. This local behavior aligns with the global trend: the low and no alcohol category is growing by double digits in the world and is projected to represent 4% of global sales by 2028.
But for a house founded in 1888, the challenge was not only technical, but also cultural. The project began with the origin: pinot noir from the Uco Valley, where the thermal amplitude and alluvial soils allow us to obtain the necessary freshness and finesse. First they made a traditional sparkling wine, with double fermentation and aging for six months on lees; Only later did they apply dealcoholization. “The great challenge was maintaining flavor, texture and experience. That’s why we work as if it were a conventional sparkling wine, taking care of each stage before de-alcoholizing,” details D’Alessandro. And the bet is just beginning, because for 2026 they already have three non-alcoholic wines planned – malbec, chardonnay and rosé -, all part of a portfolio that seeks to respond to a habit that, they say, is here to stay.
Reinvented snacks
The growth of conscious consumption also reached a territory historically associated with the previous ritual and social gatherings: appetizers. In the year of its 175th anniversary, Gancia presented its first alcohol-free versionthe country’s first ready-to-drink and alcohol-free aperitif. “Gancia without alcohol preserves the essence of the traditional Americano, expanding the possibilities for those looking for new forms of enjoyment,” says Solana Baccile, Category Manager of Appetizers at Grupo Cepas. According to data collected by the company, between 2022 and 2024 there were 61 million new consumers who turned to non-alcoholic beverages, and it is projected that in Latin America this market will reach 141 billion dollars by 2032, driven by young generations seeking well-being without sacrificing flavor.
And Gancia’s bet did not stop at the product. The brand took the Gancia Truck onto the streets, a traveling vehicle that toured squares, parks and tourist spots in Buenos Aires and Mar del Plata so that the public could try the new version. The activation sought to bring the product closer to consumers who have already incorporated moments of alcohol-free consumption. “We are committed to offering proposals that adapt to new consumer habits, without losing the quality and flavor that characterize the brand,” explains Baccile.
The beer scene
If there was a category that paved the way, it was beer. What began as a curiosity on the gondola is today a segment that is rapidly expanding. Matías Canzani, CCU Beer Marketing Manager, describes it as one of the most dynamic focuses on the market. In 2023, non-alcoholic beer took up minimal space; Today it is already around 1.3% and multiplied in record time, driven by launches such as Heineken 0.0 and Imperial Golden Sin Alcohol. The trend known as “sober curious” appears strong among centennials and millennials, a group where, according to studies cited by the company, around 75% declare their intention to reduce their alcohol consumption and 6 out of 10 welcome options with low or no alcohol content. There is also a change in priorities: well-being, productivity and sports, habits that create tension with the idea of drinking at any time.
Canzani explains that behind the growth there are also new scenes of consumption, such as work lunches, meetings where one must drive, sports activities or moments where alcohol was previously a barrier. Added to this is the cultural fact that social pressure persists. Three out of four young people say they want to reduce consumptionbut more than a third admit to having felt pressure to drink in situations where they did not want to. Even 21% of young people between 18 and 26 years old confessed to having hidden that they were drinking a non-alcoholic beer. Faced with this scenario, CCU seeks to dismantle prejudices and give visibility to these options through the pillar of responsible consumption.
On the technical side, The challenge was to achieve a non-alcoholic beer that retained body, aroma and flavor. The process starts with a traditional beer and then a controlled dealcoholization is applied that preserves its properties. With a category that has already passed the experimental stage, Canzani anticipates continuity: after leading with Heineken and adding Imperial, the company projects new developments as adoption consolidates.
Change of era
Finally, if anything confirms that the conversation around alcohol is mutating, it is its spillover into gastronomy. It’s not just about “without” options on the menu, some restaurants are creating complete proposals that deliberately start from the absence of alcohol. The most illustrative case is Casa Cavia, which presented Prototipo Cero, a menu conceived from scratch by its head bartender, Flavia Arroyo. Each drink is born without alcohol, but with technique, intention and structure, achieving an internal exploration that vindicates the value of the ingredients and the precision of cocktails. The premise is that the palate does not distinguish between an alcoholic cocktail and a zero one. Thus, in their liquid laboratory they designed six signature cocktails in two versions, with and without, designed from distillates reinterpreted from a botanical perspective. They are non-alcoholic gins, vodkas, tequilas, whiskeys and cognacs that are then mixed with fruits, ferments, clarifications and techniques that replace the alcoholic support without losing body, texture or finish in the mouth.
This movement, which crosses wineries, breweries, snacks and signature bars, shows that non-alcoholic consumption is no longer a niche. It became a transversal conversation, driven by generations seeking well-being without losing rituality. And when that conversation reaches the city’s most influential tables, it’s clear that something is changing in the way we toast, celebrate, and inhabit our gatherings. A lighter toast, yes. But also more conscious and broader. A change of preference? Probably. A change of era? Also.
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