The Product
La Marca Prosecco, America's top-selling sparkling wine brand by IRI total U.S. MULO data through July 2026, has entered the non-alcoholic beverage segment with La Marca Non-Alcoholic Sparkling — its first product outside the traditional wine category. Made in Italy from high-quality Italian grapes and dealcoholized at low temperature to preserve aromatics, the SKU carries less than 0.5% ABV and a suggested retail price of $18.99 per bottle. It is available nationwide beginning now.
The liquid is built around the flavors La Marca drinkers already recognize: crisp apple, white peach, and delicate citrus, with refreshing acidity and persistent bubbles. Low-temperature dealcoholization is a production method increasingly favored by premium producers because it minimizes heat damage to volatile aromatic compounds — a meaningful differentiator for a brand whose reputation rests on bright, fruit-forward character.
Why Operators Should Pay Attention
For on-premise operators, the launch represents a direct opportunity to expand sparkling wine sales to the fast-growing sober-curious and mindful-drinking occasion. A January 2026 Nielsen report cited by La Marca found that more than 90% of non-alcoholic beverage buyers also purchase alcohol — meaning this SKU is unlikely to cannibalize existing sales but could instead extend the check by giving tables a premium pourable for non-drinking guests or for early rounds before guests move to wine.
Caitlin Conroy, Director of Marketing for La Marca, framed the launch around flexibility rather than abstinence: "Consumers want more flexibility in what they bring to the table, without compromising taste." That positioning maps closely to how successful restaurants are already merchandising non-alcoholic beverage programs — less as an afterthought and more as a premium tier alongside traditional wine lists.
Market Context
La Marca's move reflects a broader acceleration in the premium non-alcoholic sparkling segment. The brand, which represents a cooperative of 5,000 winegrowers farming 35,000 acres in the Veneto region of northern Italy, has spent more than 50 years building equity around Italian craftsmanship and accessible elegance. Applying that brand recognition to a de-alcoholized product gives retail buyers and beverage directors a familiar name to anchor an otherwise fragmented shelf or list section.
The $18.99 price point positions La Marca Non-Alcoholic Sparkling above most private-label or value non-alcoholic options while staying within range of the brand's core Prosecco, which typically retails in the $15–$22 window. That pricing discipline could make it an easier sell for buyers already carrying the alcoholic portfolio. For a deeper look at how non-alcoholic wine and sparkling trends are reshaping restaurant beverage programs, the category's growth trajectory continues to outpace most traditional wine segments. Industry professionals tracking these shifts can also follow related coverage at Food & Beverage Magazine.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
