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A new type of investor is buying up California wineries. Here’s why it’s controversial // DEI: Where Some Big Players in Wine Stand Now

May 19, 2025 - Wine Industry Insight Daily News Feed

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“NIQ reports wine has only an 11% share of the no-alcohol market, up 27% over the previous year. The no-alcohol category is dominated by beer, with no-alcohol spirits trailing wine. ‘If you’re looking for work, the volume is in the no-alcohol space. Look no further than those people that are already consuming beer, wine and spirits,’ Jon Berg says. He states that no-alcohol buyers spend more on total alcohol, averaging a spend of $700 compared to $487 for those who solely buy alcohol.”

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