PARIS (AP) — Justine Bobin, a French teetotaler, is acutely aware of the challenges of not drinking in a country where wine and beer are commonly enjoyed during social occasions. Attending the Wine Paris 2026 fair, she was eager to explore the multitude of zero- and low-alcohol beverages gaining popularity worldwide, including selections hailing from Europe, South Africa, Australia, and New Zealand.

With the fair’s messaging encouraging attendees to "drink different" and highlighting slogans like "no alcohol, no regrets, no consequences," producers of non-alcoholic beverages are responding to shifting consumer preferences, particularly among young adults who are increasingly aware of the negative effects of alcohol.

Research indicates that alcohol consumption in France has significantly decreased over the past fifty years. Many adults are forgoing wine with meals, and young individuals are likely to engage with alcohol differently than previous generations.

Bobin noted that zero-alcohol drinks create opportunities for togetherness, allowing non-drinkers and drinkers to share social moments. “It offers an alternative for everyone and brings people together. It’s more of a product for inclusion, I think, for people who don’t drink alcohol, and that’s great,” she commented.

Diverse producers at the event exhibited their products alongside traditional alcoholic options, promoting the upcoming trend in lifestyle changes emphasizing health and mindfulness regarding bodily wellbeing. Bernegger, who commenced her foray into alcohol-free beverages during her pregnancy, echoed the sentiment that such innovations are essential for creating a more inclusive social atmosphere.

“The no/low drinks market isn’t fading; it’s being embraced by those who aim for healthier lifestyles,” Bernegger asserted, showcasing a dedication to the growing interest in mindful consumption.

As major companies pivot strategies in response to changing consumer behavior, the Wine Paris show exemplified the transition toward a future where enjoyment doesn’t have to be defined by traditional alcohol consumption.