Zero Regrets

The range draws on single-varietal Italian sources, with grapes from Northern Italy and from the Puglia region of Southern Italy. Alcohol is removed using a spinning cone column, a low-temperature method that separates alcohol from the finished wine by rotating it through a series of cones under reduced pressure, preserving natural aromas in the process. This approach supports the brand's premium positioning: the retained aromatics justify the price point relative to simpler dealcoholised alternatives.

As a private label developed by a retailer with specialist expertise in the alcohol-free category, Zero Regrets occupies an unusual position in AF wine. It lacks the independent brand infrastructure of a standalone wine producer but benefits from curatorial knowledge built through years of sourcing and assessing the category. That origin shapes its range design: a small, focused selection of recognisable Italian varietals rather than a broad style sweep.

The brand was created specifically to fill what Elkington identified as a gap in the premium AF wine segment, with an emphasis on single-varietal Italian sources rather than blended base wines. The white wine draws on grapes from Northern Italy; the red on Primitivo from Puglia. This regional specificity, combined with the spinning cone dealcoholisation process, supports the premium positioning within the alcohol-free wine category.

The range is available through specialist alcohol-free retailers and mainstream online grocers, giving it broader reach than a purely direct-to-consumer label.