Society De La Rassi is redefining luxury in the non-alcoholic wine market with its sustainable, high-quality sparkling wines.
“When I was a drinker, there was always something special to indulge in — like fine champagne,” Steve Jackson, founder of Society De La Rassi, told Ethos via email. “However, in the non-alcoholic space, most products were priced between $10 and $30, leaving me, as someone who didn’t drink, with far fewer options for elevated celebrations with friends.”
Motivated by this gap in the market, Jackson worked to create what he describes as “an exceptionally premium,” high-quality vintage wine made from the finest ingredients. The result is Society De La Rassi’s flagship product, Neue Brut, a non-alcoholic sparkling wine designed for consumers who want to feel included in celebratory moments without compromise. Neue Brut is crafted from 100 percent Spanish Vintage 2023 Chardonnay and dealcoholized with no added sugar.
According to Jackson, what sets Society De La Rassi apart from other non-alcoholic spirits is its elegant and luxury-forward approach to branding, “something that didn’t loudly advertise ‘zero’ or ‘NA’ on the front label.” Jackson says it’s about blending in and still feeling like part of the experience without sticking out.
The non-alcoholic category is now a booming new market segment; global sales of non-alcoholic wine and spirits were more than $2 billion last year and are expected to surge to nearly $7 billion by 2034, according to recent data. But while many in this category rely on sugar or artificial flavors, Jackson says for Society De La Rassi, it all comes down to clean ingredients and its novel dealcoholization method that sets it apart. The label employs advanced vacuum distillation to remove alcohol while preserving the wine’s quality. The process protects the delicate flavors and aromas that are often lost at higher temperatures. “To further retain the wine’s aromatic qualities, we also isolate the natural aromas from the alcohol and carefully reintegrate them, ensuring that Neue Brut maintains its original complexity, bouquet, and true character,” Jackson says.
The company’s commitment to quality extends beyond the flavor profile, though. Sustainability is also at the core of Society De La Rassi. “Our vineyard in Spain supports a balanced ecosystem by cultivating Chardonnay grapes alongside native plants and olive groves,” Jackson said. The deficit irrigation practices conserve water, while the organic soil enrichment avoids chemicals, “producing strong, aromatic grapes ideal for dealcoholization,” he says. “Our farming practices focus on our connection with the planet and its ecosystems, and on uplifting our local and global communities by creating change.”
Jackson says the production process is localized within Spain, which helps reduce transportation emissions. The facility complies with 95 percent of the requirements for ISO 14001, one of the top environmental certifications. Even in distribution, the company prioritizes sustainability. “When shipping to Los Angeles, we prioritize boat and rail over air to further minimize our carbon footprint.”
Solar panels also play a role. Currently, solar accounts for more than 80 percent of all energy consumption at the facility, Jackson said. “Additionally, by implementing state-of-the-art equipment and advanced technologies, we can increase operational efficiency and decrease energy and water usage.”
“As a brand breaking new ground and redefining the rules in the non-alcoholic space, we’re staying ahead of the curve,” Jackson says. “We’ve crafted a roadmap of products that transcend borders and traditions. We are not confined by the boundaries of a single location, vineyard, or country. Instead, we are building an inspiring brand that pushes beyond what the industry once thought possible.”
Beyond the wine itself, Society De La Rassi’s packaging for its Neue Brut reflects its minimalist and eco-friendly philosophy. “We focus on sleek, minimal design, believing that true luxury lies in subtlety and detail,” Jackson says. Neue Brut is bottled in recycled glass, and all packaging materials are eco-friendly and recycled.
The reception to the design has been overwhelmingly positive, Jackson says. “Our customers have responded positively, appreciating the thoughtful blend of luxury and environmental responsibility,” Jackson noted. “We’ve seen the bottle and packaging shared across hundreds of social media accounts, and we’ve received countless messages about the minimal yet chic design. This feedback reinforces our belief that it is possible to redefine luxury and heritage by creating sophisticated, celebratory experiences that also respect the planet.”
While the non-alcoholic wine market is still a growing niche, Society De La Rassi aims to redefine perceptions of luxury in the wine industry. “There are moments in life where buying an expensive bottle of wine becomes a symbol of gratitude for others or personal achievement,” Jackson said. “However, for successful, sober individuals with the same desires, those luxury options are not as widely available. We aim to close that gap, proving that luxury wine doesn’t need to be synonymous with alcohol — it can thrive in the non-alcoholic space as well.”
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