Start-up’s wine grape infused waters to hit UK social scene as “chic” alcohol alternative

18 Feb 2020 --- Wine Water’s exclusive non-alcoholic beverages made from upcycled fruit are set to feature on the menus at high-end restaurants, hotels and bars to serve a growing British population of more prudent drinkers. As the UK’s drinking culture continues to change, Millennials seeks out premium low- or no-alcohol beverages. Catering to the “sober sector” seems like a logical choice for the company’s portfolio of O.Vine branded wine grape-infused waters, now available in full-sized 700 mL bottles for the British beverage sector.

Anat Levi, CEO of the UK-based start-up, tells FoodIngredientsFirst how Millennials are leading the non-alcohol trend and they are eager to try new-generation beverages with exciting flavors. “On top of that, O.Vine answers a few trends such as organic, clean-label as well as food waste. We turn wine grape waste into on-trend brands,” she says. 

Wine Water created a chic line of still and sparkling red and white wine-infused waters, shaping a new “infused water” category. Unique to the O.Vine formula is that it is composed of upcycled fruit residue from the traditional winemaking process as it reuses the polyphenol-rich skins and seeds from the remains of a choice blend of wine grape varieties, including Merlot, Syrah, Petit Verdot and Cabernet.

The O.Vine formula is composed of upcycled fruit residue from the traditional winemaking process as it reuses the polyphenol-rich skins and seeds from the remains of grapes.  The result is a refreshing, sustainable beverage that mimics the sensation of drinking a premium bottle of wine. “It can be savored at a soirée or business lunch without any intoxicating effects, yet at the same time it delivers antioxidant benefits naturally present in wine grapes,” notes the company. 

During wine processing, 25 percent of the wine grapes, mostly seeds and skins, becomes waste. “This wine waste typically is used for compost or animal feed but storing and transport costs are expensive. Yet the skins and seeds of grapes are rich in phytochemicals that have been shown to have positive health benefits. The vision of Wine Water is to upcycle these typically ‘lost’ ingredients and use them in a product to sustain well-being and health,” adds Levi.

The “Dry January” campaign, which originated in the UK in 2013 urging the public to abstain from alcohol throughout January, has become a yearly tradition and has gained global momentum.

Innova Market Insights has also reported a growing global trend for moderating alcohol consumption. A recent poll (US, UK, France, Germany, China, and Brazil) revealed that one in four consumers have cut down on their alcohol consumption in recent years in pursuit of healthier lifestyles. 

“The larger format is for family and couple gatherings, parties, meals in general in restaurants and hotels. We intend to provide a trendy, tasty drink alternative to wine lovers.”

The start-up has also extended its range to include Chardonnay and Cabernet Essence Waters based on single grape varieties of the two popular beverages. The O.Vine portfolio has been available until now in personal 340 mL bottles to be enjoyed at home or at private functions. With the introduction of the new range of ornate 700 mL bottles, O.Vine sets its eyes on the UK’s thriving social scene.

By Gaynor Selby