French alcohol-free wine brand French Bloom has said progress for non-alcoholic wines has been slower than necessary in larger retailers.

“We need to see a greater acceptance of premium alcohol-free products in national multiple retailers and with activations worthy of an aspirational lifestyle brand,” said Louie-Joe Findlater of French Bloom.

Alcohol-free wine has previously struggled compared to its competitors, such as beer and spirits. However, in recent times, the quality has improved leading to growing demand and now buyers are required to back the improving category.

Laura Willoughby, the co-founder of UK alcohol-free retailer and bar Club Soda, said alcohol-free wine is an “in-demand category”, partially due to its relatively low pricing.

“The price point suits our current times,” she added. “It is easier to pick up a bottle for an evening at £11 ($14), rather than a £30 bottle of spirit.” 

Willoughby is set to speak at Just Drinks’ sister events company Arena’s 12th Annual Innovation in Non-Alcoholic Beverages Conference on 19-20 September at the Waldorf Hilton in London.

The event will host a variety of speakers, with experts from all corners of the non-alcoholic category as well as executives from some of the world’s biggest beverage companies, including Diageo, Coca-Cola Europacific Partners, Danone and Heineken.

Willoughby will head her own roundtable, discussing the changing market, consumer behaviour and the impact on policy and regulation. She will address the question: “Is there a way that all parts of the alcohol-free sector can work together to encourage growth?”

Other speakers will include the founder of Trip CBD drinks – who will discuss the role of the cannabinoid in the on- and off-premise – and the head of innovation at Britvic, who will talk about developing and launching successful NPD.

Register for the 12th Annual Innovation in Non-Alcoholic Beverages Conference here.