Non-alcoholic wine brand Paragraph is expanding its lineup with a French Chardonnay, its second SKU and first white wine, available Oct. 1 at a suggested retail price of $38 alongside the brand's debut Spanish Tempranillo.
The move gives c-store and specialty retailers a red-and-white non-alcoholic wine set from a single brand at a premium price point — useful shelf architecture for operators building out the fast-growing no-and-low-alcohol beverage segment ahead of fourth-quarter gifting and holiday entertaining traffic.
The Liquid
The Chardonnay is sourced from cooler vineyard sites in Southwest France, where altitude and Atlantic and Pyrenean influences preserve natural acidity. Head Winemaker Duncan Shouler used partial malolactic fermentation and French oak aging to build mid-palate texture. Tasting notes run to peach, nectarine, crisp apple, lemon, brioche, and toasted hazelnut; the finish is described as dry and precise.
Alcohol removal relies on low-temperature vacuum distillation at approximately 86°F (30°C), paired with integrated aroma-capture technology. The process brings ABV below 0.5%, qualifying the product as non-alcoholic under federal standards. No flavors are added post-process. Both the Chardonnay and the Tempranillo were developed in collaboration with Familia Muga, Paragraph's strategic winemaking partner.
Channel Opportunity
Non-alcoholic wine remains a niche but high-velocity sub-segment inside the broader no-and-low alcohol category, which has posted consistent double-digit dollar growth at retail over the past three years, driven in part by sober-curious millennial and Gen Z shoppers. For c-store operators, the $38 price point positions Paragraph above typical forecourt impulse purchases but well within range for destination shoppers visiting larger-format locations with curated wine and craft beverage sets.
Steve Arora, Founder of Paragraph, framed the Chardonnay as a tool for broadening occasion coverage: "We're opening up new pairings, new occasions and a different way into the brand, while staying true to the ambition we had from the start: to make serious wine part of more moments."
For retailers, the white-wine SKU adds seafood, poultry, and cheese pairing occasions to a range previously anchored in red-wine territory — a meaningful distinction for operators running foodservice programs or wine-and-food promotional events. The timing ahead of the holiday season also aligns with the period when premium non-alcoholic alternatives typically see their strongest dispensed-beverage and packaged-beverage lift at retail.
Paragraph's two-SKU setup keeps the range focused while signaling further expansion. Whether the brand pursues additional varietals or new origin markets will be worth watching as the non-alcoholic premium wine shelf continues to take shape across convenience, grocery, and specialty channels.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
