Elton John Zero is here, and it’s a sparkling zero percent ABV bottle with a very Elton reason.
Sir Elton John has built a career on celebration: the piano, the costumes, the smile. His newest project is smaller in scale, but it still revolves around a toast. Elton John Zero is a premium non-alcoholic drinks brand that launched with a zero percent Blanc de Blancs made from Chardonnay.
“Elton John Zero was born from a simple yet exquisite idea — to create a world where every moment of celebration can be shared by all,” the 78-year-old singer and songwriter said in a statement on the label’s website. “Our 0% alcohol Blanc de Blancs captures the elegance, effervescence, and joy of a traditional Blanc de Blancs, without compromise. Crafted with care and intention, it embodies the art of inclusion — inviting everyone to raise a glass, savour the sparkle, and share in the timeless celebration of togetherness.”
That’s the brand thesis, and it is also the consumer reality it is chasing: a bottle that feels like a real occasion, even if you are skipping alcohol. Or, as John puts it, “You want to raise a toast to someone — toasting with water, it just doesn’t do it.”
Elton John Zero is positioned as a project shaped at home, not just in a boardroom: “Entertaining has always been at the heart of Elton and David’s lives,” the label says, referring to John’s husband, filmmaker David Furnish, and adds, “for years, there wasn’t a 0% bottle good enough for their table.”
The Elton John Zero wine is produced with Benchmark Drinks, a London-based drinks company. Benchmark has promoted the launch publicly, including availability at Sainsbury’s and placements at The River Café and Lilibet’s in Mayfair.
What’s in the bottle, and how it’s made
Elton John Zero’s first release is a Blanc de Blancs, described by the brand as “A premium non-alcoholic sparkling drink made with 100% Chardonnay grapes.” The product page leans classic in its sensory language: “Fresh apple, honeysuckle, and citrus blossom,” plus “subtle mineral notes,” and a “clean, refreshing finish.”
The most specific technical claim is that its production avoids dealcoholization entirely. The brand says that instead, a carefully controlled fermentation process, using bacteria rather than yeast, develops refined wine-like aromas and flavors “without producing alcohol.” It also says the blend gets “a delicate infusion of premium green tea extract,” which the brand describes as adding tannins and a rounded mouthfeel.
For shoppers who read the fine print, the product page lists a 75 centiliter bottle, vegan and vegetarian-friendly positioning, and “Low calorie: 19 calories per 125ml glass.”
There is already some early-positioning language from the brand’s own materials that reads like it is aimed at people who have tried one too many flat, grape-juice-adjacent “fizz” options. Patrick Schmitt, a Master of Wine, is quoted on the site describing the drink as “A squeaky-clean 0% fizz with a sophisticated and appealing personality – there is nothing saccharine or confected about this newcomer to the expanding alcohol-free sector.”
Where it’s sold, what it costs, and what the bottle looks like
In the U.K., the brand is stocked at Sainsbury’s, with The Grocer reporting a recommended retail price of £10. Benchmark has also called out a pair of London on-premise placements that function like a shorthand for “this belongs at a proper table”: The River Café and Lilibet’s in Mayfair.
The bottle design is part of the pitch. The official Elton John site says the deep blue look nods to Diamonds – The Ultimate Greatest Hits, with the “E-star” logo framed as unmistakably Elton John. If you have ever wanted a soft cue that the person holding the flute is still standing, even if the alcohol is not, this is it.
The why: Elton’s sobriety, and a market that’s getting big
The brand’s “why” lands cleanly at the intersection of biography and demand. John has spoken about addiction and recovery for years, and he is publicly sober. In July 2025, People reported that he marked 35 years of sobriety and captioned an Instagram post, “Grateful for all the love on my sobriety birthday.”
The category he is entering has measurable momentum. Grand View Research estimated the global non-alcoholic wine market at $2.26 billion in 2023 and projected it to reach $3.78 billion by 2030. IWSR has also forecast rapid growth across no-alcohol categories; it said the total no-alcohol market will be worth close to $5 billion by 2028.
Celebrity participation is part of what is pushing these drinks into “special occasion” territory. Tom Holland’s nonalcoholic beer brand, Bero, is one recent example; the nonalcoholic category reached $925 million in off-premise sales and is expected to surpass $1 billion by the end of 2025.
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