The heritage winery has focused on fruitier wine styles and no-and low-alcohol beverages to broaden its consumer appeal.
“Flavour-forward wines have definitely been budding. This is a trend we’re seeing globally, so we’ve been really focused on identifying key flavours that attract and interest people in an unintimidating way,” said head of innovation at Brown Brothers, Emma Brown.
“We want people to say, ‘I know what strawberries and cream tastes like’, or ‘I like mango’ – and therefore they have the confidence to try wines.”
This approach helps ease newcomers into wine, especially those who may find traditional wines too sharp or astringent.
To attract consumers who might otherwise avoid wine, Brown Brothers has been exploring various strategic partnerships.
“We see collaborations as a way to overcome the taste stigma around wine,” Brown said. “We’ve worked with gelato companies, and our latest partnership is with Gong Cha bubble tea in Australia – showcasing that wine can be fun and flavoursome.”
As part of the collaboration, Gong Cha outlets in Australia are offering Brown Brothers’ Moscato Zero in lychee or grape yoghurt flavours for a limited time. Brown said the company hopes to expand similar offerings across other APAC markets in the coming months.
She explained that this strategy is about tapping into the large beverage trends and tying it together with their wines.
Gentle introduction to wines
Brown emphasised the importance of easing new consumers into the wine category. For these audiences, zero-alcohol options offer the complexity of wine without the effects of alcohol.
“With our zero-alcohol products, we start with the same fruit as our regular Prosecco. We make the wine to about 11.5% alcohol, then strip out the alcohol along with the flavour and aroma. After that, we rebuild the flavour and aroma – just without the alcohol,” she explained.
This process differs from others that may rely on unfermented grape juice or water-based botanical infusions.
“That way, people still get a full wine experience – it’s not just grape juice.”
Brown noted that many zero-alcohol consumers are not abstainers, but regular drinkers looking to moderate during the week or in situations where alcohol isn’t appropriate, such as driving or parenting.
Declining alcohol sales
Brown Brothers’ zero-alcohol focus comes amid declining global wine consumption.
According to the International Organization of Vine and Wine (OIV), worldwide wine sales in 2024 fell to their lowest level since 1961, dropping 3.3% to 214.2 million hectolitres.
OIV statistics chief Giorgio Delgrosso cited growing health concerns as a key driver of the trend.
Insights from global drinks analyst IWSR echo this shift, with half of wine drinkers in 2023 actively moderating their alcohol intake. One in three reported avoiding alcohol entirely on certain occasions.
Millennials and Gen Z consumers are also more open to switching between beverage categories, creating further competition.
These trends indicate that Brown Brothers’ strategy aligns with changing consumer behaviour. The winery is now working on expanding its Moscato and Prosecco range.
