This launch comes at a time of accelerating demand for no- and low-alcohol options. According to NIQ, the fastest-growing segments on the shelf don't contain alcohol, with non-alcoholic wine sales up 23.4% over the past year. Building on this momentum, Riunite Zero and Maschio Zero are bringing their signature approachable style and quality to U.S. consumers—now alcohol-free. In 2024–2025, with both SKUs available internationally, worldwide sales reached 200,000 bottles of Riunite Zero and 150,000 bottles of Maschio Zero, with the majority of sales taking place in 2025, underscoring strong global demand and growing consumer enthusiasm for these brands.
Together with their exclusive U.S. importer, Frederick Wildman and Sons, Riunite and Maschio unveil a fresh chapter for two of Italy's most iconic wine brands—one that embraces innovation while staying true to their regional winemaking roots.
"Consumers are reimagining how they enjoy wine, and we're proud to offer them options that don't compromise on flavor or quality," said Mina Belhaj Rouas, VP of Marketing and Trade Development at Frederick Wildman. "Riunite Zero and Maschio Zero expand our portfolio with high-quality, alcohol-free options that meet today's evolving consumer tastes."
Both wines begin with the alcoholic fermentation of grape must and undergo a meticulous process to gently remove alcohol content without compromising the integrity of the fruit, preserving freshness, fruit character, and balance. The result is a vibrant, fruit-forward alternative that delivers full flavor.
Riunite Zero Red Semi-Sparkling (SRP $9.99) captures the smooth, fruit-forward style that made Riunite a household name in America. Lightly fizzy and ruby-hued, it offers aromas of dark fruit and spice with a naturally sweet, refreshing finish—best enjoyed chilled over ice.
Maschio Zero White Sparkling (SRP $12.99) delivers the bright, refreshing character of Prosecco DOC in a 0.0% ABV expression. With citrus and floral notes and lively bubbles, it's a versatile, alcohol-free option ideal for rooftop brunches, weekday dinners, or festive toasts.
Both products are now launching in retail accounts across the U.S., including HEB, Total Wine & More, and Bevmax. The launch is supported by influencer partnerships, digital campaigns, and strategic marketing efforts to introduce the wines to new consumers.
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About Riunite
Riunite, established in 1950, is an Italian wine brand rooted in collaboration and excellence. Originating from a coalition of 9 co-op wineries in the Province of Reggio Emilia, Riunite has grown into a global leader in grape and wine production. With over 1,450 families of winegrowers, 8 cooperative winemaking centers, and 4,600 hectares of vineyards, Riunite processes 89,000 tons of grapes annually. Committed to sustainability and quality, Riunite portfolio represents a diverse range of varietals, including its renowned Lambrusco. Produced without added sugars, Riunite wines offer an approachable character and natural sweetness. In every bottle, Riunite invites you to savor the essence of Italian craftsmanship.
About Maschio
Maschio, founded in 1973, is a benchmark in Italian sparkling wine, rooted in the heart of the Veneto region between the Dolomites and Venice. As a pioneer in the production of Prosecco DOC, Maschio helped define the fresh, fruit-forward style that has made Prosecco one of Italy's most beloved exports. With a focus on native varietals and a commitment to innovation, Maschio blends tradition with modern winemaking techniques to produce bright, expressive wines that reflect the character of northeastern Italy. Today, Maschio continues to lead in quality and volume, offering a portfolio that brings Italian sparkling wine to tables around the world.
MEDIA CONTACT
Shelby Sonkin
Colangelo & Partners
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SOURCE Frederick Wildman
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