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Brief Published: 10 Feb 2015

‘Wine’ for Pregnant Women

9Months sparkling wine

Enabling pregnant women to enjoy the feeling of celebration, 9Months is a new, non-alcoholic sparkling juice similar to a bottle of wine. Produced in North Carolina, the beverage is made from grapes grown in southern Australia and is kept at 0 degrees Celsius to prevent fermentation from occurring, before being filtered, pasteurised and carbonated.

The range is currently available in red and white Muscat varieties, priced at $16.50 (£11) per bottle, and is branded and marketed purely to pregnant women.

As discussed in our Drinks Developments: Alcohol and Cult of Craft: Beer & Millennials reports, consumer interest in low or no alcohol is on the rise, as health and wellness becomes a greater concern. American information company Nielsen reports that sales of non-alcoholic wine in the US rose by 5.6% from November 2013 to November 2014, representing a retail value of $100m.

For a wider look at trends running across the wine sector, read our Reframing Wine and Gen Y: The New Wine Consumer reports.

Meanwhile, innovative products aimed at the antenatal and prenatal markets are on the rise, providing a range of original dietary options for this lucrative consumer audience. See Next-Gen Functional Food for further examples.