America's top-selling sparkling wine brand is making its first move into the non-alcoholic segment. La Marca Prosecco announced the nationwide launch of La Marca Non-Alcoholic Sparkling, a de-alcoholized Italian sparkling wine carrying less than 0.5% ABV and a suggested retail price of $18.99 — a strategic portfolio extension that positions the E&J Gallo-distributed brand squarely inside the fastest-growing aisle in beverage alcohol retail.

The Product

The new SKU is produced in Italy from high-quality Veneto-region grapes and dealcoholized at low temperature — a cold-process method increasingly favored by premium producers for its ability to retain aromatics and preserve acidity. The resulting liquid delivers notes of crisp apple, white peach, and delicate citrus, consistent with the flavor profile that built La Marca into a national staple at off-premise retail. At sub-0.5% ABV, the product meets TTB and FDA thresholds for non-alcoholic designation, meaning it can be merchandised outside the controlled spirits-and-wine planogram in most states, opening incremental shelf placement opportunities in the natural grocery and general merchandise channels.

Why It Matters

La Marca holds the No. 1 position in Total U.S. MULO sparkling wine sales for the 52-week period ending July 5, 2026, according to IRI data. Adding a non-alc expression to that franchise is less a brand experiment than a volume defense play. Per January 2026 Nielsen data cited in the release, more than 90% of non-alcoholic beverage buyers also purchase alcohol — a cross-purchasing dynamic that argues strongly for incumbents to capture the non-alc occasion before a challenger SKU claims it at shelf. For distributors working the three-tier system, this translates to an upsell conversation with retail buyers who already carry core La Marca Prosecco: one brand family now covers both the traditional sparkling set and the emerging non-alc sparkling fixture.

"Consumers want more flexibility in what they bring to the table, without compromising taste," said Caitlin Conroy, Director of Marketing for La Marca. "With La Marca Non-Alcoholic Sparkling, we're bringing the quality, craftsmanship and signature taste people expect from La Marca to a new offering that gives them another way to celebrate."

Distribution Outlook

The launch arrives as the non-alc wine and sparkling category transitions from novelty to a plannable segment for wholesalers and chain retailers. Established non-alc sparkling entrants have demonstrated that $15–$20 price points can hold in the off-premise channel without deep promotional support, which protects margin for both the distributor and the retailer. La Marca's existing wholesaler network — built on one of the broadest sparkling wine footprints in the country — gives this SKU immediate national reach that independent non-alc brands typically take years to achieve. On-premise placement, particularly in restaurants and event venues managing alcohol-free menu sections, represents an additional route-to-market that the brand's existing sales infrastructure can activate without significant incremental investment.

For the broader non-alc beverage segment, La Marca's entry signals that mainstream suppliers with dominant conventional SKUs now view non-alcoholic line extensions as essential portfolio infrastructure rather than optional adjacencies. Buyers across sparkling wine distribution should expect comparable moves from competing sparkling incumbents as the segment's share of total sparkling velocity continues to grow heading into the holiday selling season.

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.