French wine producer Château La Coste has introduced a new 100% wine and 0% alcohol brand into travel retail.
Nooh (a combination of ‘no’ for those who opt not to drink alcohol and the end of the chemical symbol of alcohol OH, and produced ‘nou’) was featured at this year’s TFWA Asia Pacific Exhibition where Château La Coste was a first-time exhibitor.
According to La Coste – a Provençal estate with a winemaking tradition dating back to 1682 – its Nooh line targets ‘flexidrinkers’, those who want to drink sensibly or opt to not drink alcohol but still want to enjoy the taste of a good sparkling or rosé wine.
Three years of research went into the development of the Nooh sparkling and rosé expressions, which are extensions of the Rosé d’une Nuit organic cuvée and light, with only 3.5g of residual sugar. The alcohol is extracted by vacuum distillation to preserve the wine’s aromas. Notes of grapefruit and strawberry, characteristic of the Rosé d’une Nuit, are complemented by lemon and jasmine.
The bespoke Nooh bottle features a long neck and narrow shoulder to underline the light-bodied wines. Nooh Sparkling has a RRP of €35 while Nooh Rosé is €17.
Château La Coste Director of Development Jérôme Schehr noted the positive response to the Nooh line from travel retailers. “Interest in, and the demand for, no-alcohol drinks is increasing rapidly. We want to ensure we have quality products ready to match that trend,” he said. ✈
