Viña Carmen launches Frida Kahlo Zero for consumers who no longer choose between drinking and not drinking

The brand’s new line includes a sparkling wine, a white wine and a red wine, all dealcoholized and low in calories.

While global wine consumption is declining, the non-alcoholic beverage category is moving in the opposite direction. Market analysis firm IWSR estimates that the category’s global volume, including non-alcoholic beer, wine, RTDs (ready-to-drink beverages) and spirits, grew by 9% in 2025. It projects volume growth of 36% between 2024 and 2029, reaching more than 18 billion drinks consumed in 2029. That is the equivalent of two drinks for every person in the world.

Driven mainly by Millennials and Gen Z, the zero-alcohol category is already well established in the market. However, the fastest-growing consumer profile is not people who have stopped drinking alcohol. It is people who alternate between alcoholic and non-alcoholic drinks during the same outing, instead of choosing between all or nothing.

Against this backdrop, Viña Carmen is introducing Frida Kahlo Zero, its new line of dealcoholized wines in white, red and sparkling versions, which rounds out the brand’s portfolio. All three products contain fewer than 20 calories per 100 ml and have an alcohol content of 0.4%.

“You could say this consumer is still a regular drinker, but one who decides drink by drink what they want to have, without feeling left out at a family lunch, a get-together with friends or any occasion where they used to have to choose. This line is designed for that in-between moment. It isn’t meant to replace traditional wine. On many occasions, people will alternate between the two,” said Susana Sierralta, Brand Owner at Viña Carmen.

The decision to launch this line under the Frida Kahlo label was deliberate. Inspired by the Mexican artist, the brand is built on the values of femininity, strength and passion. Its motto, “Atreverse es vivir” (“To dare is to live”), speaks directly to consumers who don’t follow the traditional rules of wine drinking and instead look for their own way to enjoy it.