Asda introduces alcohol-free ‘Nosecco’

Asda is ramping up its alcohol-free range by launching a no ABV Prosecco-style fizz in time for summer.

The “Nosecco”, which will hit the supermarket’s shelves on Monday 11 June, has delicate, fruity aromas and notes of white flowers, according to the retailer, and 30% fewer calories than a traditional glass of fizz.

Asda wine buyer April Rogers said that the new product answers calls from consumers to bring lower and non-alcoholic drinks into the mainstream.

“Over recent months, we’ve seen a growing number of our customers turning to low or no alcohol options as lifestyle choices become even more important,” she told Good Housekeeping.

Recent figures released my market researcher Kantar found that on the non-alcoholic category has grown rapidly in recent years. Sales of low-and-no ABV products have risen by 1.2% since January 2016, while consumption is also up by around 2%.

Retailers such as Tesco, Lidl, Aldi and Marks & Spencer have all launched their own low alcohol wine ranges, while brewing giants Heineken, AB InBev and Carlsberg have been developing their non-alcoholic offerings.

“The low and no alcohol market continues to see growth, with everything from sparkling, red and white wines, and beer increasing in popularity. With Nosecco launching in-time for summer, we hope we can provide customers with a zesty, tasty tipple that means nobody left out of toasts.”

Nosecco joins Asda’s other low and no alcohol beer and wine range, which includes the Be Free wine collection, as well as five non-alcoholic beers including Budweiser Prohibition and Brewdog Nanny State.