US – The drinks brand is positioning alcohol-free wine as a desirable and luxurious category by taking cues from the luxury fashion sector. Its campaign film has an editorial feel, featuring a lavish party scene with highly stylised models and interiors. Initially launching with three flavours, Sauvignon Blanc, Red Blend and Sparkling Rosé, the ‘alcohol-removed’ wines provide a healthier alternative to conventional alcoholic drinks.
Starla further expands its lifestyle approach with a curated content hub, which includes shoppable campaign looks, alcohol-free resources and wellness advice. By doing this, the brand reframes stereotypical associations with sobriety. ‘The point is to show how radiant your life can be without alcohol,’ explains Dawn Maire, founder and CEO of Starla. ‘If you’re not drinking alcohol at a party, people usually think it’s because you’re sick, pregnant or an alcoholic. We want to get rid of the stigma and focus on the positive.’
As moderation mindsets rise among consumers, there is growing opportunity for brands to challenge outdated conceptions around low and no-alcohol beverages. Explore the innovations of other next-gen winemakers in Alternative Vintners.
When reaching new audiences, post-category alcohol brands can take the focus away from health benefits and towards desirability. Take inspiration from the wider lifestyle sector to better connect with sober curious drinkers