Why is rosé dominating the no and low category?

Rosé continues its pink-wine reign with UK off-trade sales climbing 5% to £882 million in 2025, and now it's conquering the no and low alcohol category too. Major Provence producers and emerging brands are racing to launch alcohol-free rosé expressions as consumers embrace 'zebra striping', switching between alcoholic and non-alcoholic drinks throughout the evening rather than committing to one or the other. The no/low drinks market is now worth $1 billion globally, and it's being driven by moderation rather than abstinence, with over 90% of non-alcoholic drinkers still buying regular wine.