Vita Libera

The Wine People launched Vita Libera as a dedicated response to growing global demand for credible AF wine alternatives that hold up against their full-strength counterparts. The brand name translates from Italian as "Free Life", reflecting its positioning as a lifestyle choice for health-conscious, sober-curious drinkers who want the ritual of a proper wine glass without the alcohol.

Grounding the range in specific Italian grape varieties and regions rather than generic blends is a deliberate quality signal. Grapes are sourced from two of Italy's most distinctive growing areas: Pinot Grigio from Sicily and Primitivo from Puglia in the south. Both wines are dealcoholised using spinning cone column technology. The spinning cone column is a low-temperature method of separating alcohol from finished wine: the liquid passes through a series of rotating cones under reduced pressure, which strips the alcohol without the heat that conventional methods apply, preserving the aromatic compounds built up during fermentation.

Distribution is through specialist alcohol-free retailers. The range is focused in scope, reflecting a quality-over-volume approach from a producer that entered the AF wine category by design rather than as an afterthought.