Right-wing groups in the European Parliament are opposing efforts to promote low- and no-alcohol wines, despite EU member states adjusting to increasing consumer demand for these products.

During Monday’s discussions in the Parliament’s agriculture committee (AGRI), a clash was evident between traditionalist views and the practical challenges faced by a wine industry encountering decreased consumption.

Wine consumption in Europe is at its lowest in thirty years, prompting policymakers to consider strategies to rejuvenate the sector.

A high-level wine policy forum recommended revising EU regulations to facilitate the marketing of de-alcoholised and low-alcohol wines, aiming at an expanding domestic and international market.

However, these ideas have faced criticism from some European Parliament members.

Gilles Pennelle, a far-right Member of the European Parliament (MEP) from Patriots for Europe (PfE), dismissed the promotion of alcohol-free wines as a "hygienist ideology" designed to undermine Europe’s traditional lifestyle.

His critique echoes similar views from Celine Imart, a French MEP from the centre-right European People’s Party (EPP), who criticized the "alarmist" connection made between even moderate wine consumption and health risks like cancer.

Despite opposition in the Parliament, EU capitals are advancing with reforms.

For example, Italy recently adopted rules to classify wines with less than 0.5 percent alcohol as "de-alcoholised" and those with alcohol content between 0.5 percent and 8.5 percent as "partially de-alcoholised." These terms were introduced in the 2021 Common Agricultural Policy (CAP) reform, effective in 2023, but Italy only adopted these measures in December 2024. Italy’s Agriculture Minister Francesco Lollobrigida, nonetheless, has expressed skepticism, stating at the Vinitaly wine fair in April, "Let’s make it alcohol-free, but let’s not call it wine."

The European Commission is also looking into ways to assist producers entering the low-alcohol market.

One proposal being considered involves certifying de-alcoholised wines as "organic," a designation currently unavailable due to EU organic wine production regulations.

Supporters of these measures argue that they could offer significant opportunities for the industry, especially as consumer preferences shift toward healthier alternatives.

The debate highlights a broader cultural and economic challenge for the European wine sector: balancing tradition with the need for innovation to stay competitive in a rapidly changing market.

While some in the European Parliament view the push for low-alcohol wines as an attack on heritage, the industry’s economic realities and shifting consumer preferences suggest adaptation may be inevitable for many producers.