# Functional Alcohol-Free Wines FitVine Free Features a Verjus-Based Non-Alcoholic Wine Base By Michael Hemsworth | Published 2026-01-09 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/fitvine-free References: [theshelbyreport](https://theshelbyreport.com/2026/01/08/fitvine-wine-launches-functional-non-alcoholic-line/) & [oneillwine](https://oneillwine.com/)  FitVine Free has been launched by the O'Neill Vintners & Distillers-owned brand as a functional, alcohol-free wine range for consumers to try out this January when seeking out a non-alcoholic option. The product was created with consumers who enjoy the flavor and ritual of wine drinking, but who want to avoid the alcohol, [excess calories](https://www.trendhunter.com/trends/butterzero) and added sugar that can come with it. The wine features a verjus-based recipe that offers a more flavorful alternative to traditional non-alcoholic wines that are fermented before having their alcohol removed. Founder and CEO Jeff O'Neill spoke on the FitVine Free wine saying, "The message from consumers was clear: taste comes first, but trust is what gets them to try seafood from the freezer. We saw an opportunity to lead the category forward – not just with non-alcoholic wine but with a [functional option](https://www.trendhunter.com/trends/bright-state) that delivers on flavor, quality and nearly half the price of most other wines in this category.” ## Trend Insights (Trend Hunter) - Score: 5.1/10 - Popularity: 43% | Activity: 50% | Freshness: 61% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Key Themes Behind This Trend - **Functional Non-alcoholic Beverages:** Functional alcohol-free products are gaining traction as they address consumers' desire for health-conscious options without compromising on flavor. - **Verjus-based Innovation:** The use of verjus as a base in non-alcoholic wines represents a novel approach, offering more complex flavors compared to traditional alcohol-removed wines. - **Affordable Premium Alternatives:** Consumers are drawn to high-quality non-alcoholic beverages that provide premium taste experiences at a fraction of the cost of their alcoholic counterparts. ### Where This Applies - **Non-alcoholic Beverage Industry:** The rapid growth of alcohol-free options underscores a shift towards healthier consumption patterns and presents opportunities for product diversification and innovation. - **Functional Food and Beverage Industry:** The integration of functional ingredients into everyday beverages is transforming them into powerful health-supporting products, appealing to wellness-focused consumers. - **Wine and Spirits Industry:** The introduction of sophisticated non-alcoholic offerings challenges traditional wine markets and encourages exploration of new, innovative formulations to meet changing consumer preferences. ## Related on Trend Hunter - [Functional Non-Alcoholic Drinks](https://www.trendhunter.com/trends/functional-nonalcoholic-drinks.md) - [Non-Alcoholic Wine Alternatives](https://www.trendhunter.com/trends/wine-cooperative.md) - [Celebratory Non-Alcoholic Wine Initiatives](https://www.trendhunter.com/trends/giesen-group.md) - [Non-Alcoholic Sparkling Wines](https://www.trendhunter.com/trends/nonalcoholic-sparkling-wines.md) - [Aromatic Non-Alcoholic Wines](https://www.trendhunter.com/trends/st-buena-vida.md) - [Low-Calorie Full-Flavored Wines](https://www.trendhunter.com/trends/svelte-wine.md) - [Premium Alcohol-Removed Wines](https://www.trendhunter.com/trends/premium-alcohol-removed-wine.md) - [Health-Conscious Bubbly Wines](https://www.trendhunter.com/trends/fitvine-bubbly-rose-1.md) - [Aluminum Rosé Bottles](https://www.trendhunter.com/trends/fitvine-bubbly-rose.md)