The non-alcoholic beverage industry is changing by the minute. With so many new products on the market, the demand for premium alcohol-free products and alternatives like VINADA wines is only growing.

Curious to delve deeper into this topic, Melanie Safi marketing intern at VINADA had the exciting chance to chat with Erik Segelbaum – an expert sommelier with 2 decades of experience in the wine industry. Erik has a wide range of knowledge about the ever-evolving landscape of non-alcoholic beverages.

Keep reading to learn more about Erik Segelbaum’s experience with the exciting evolution of non-alcoholic beverages and wines. Cheers!

In a world where preferences are as diverse as the offerings themselves, the beverage industry is undergoing a fascinating transformation. We had the privilege of sitting down with Erik Segalbaum, a highly recognized sommelier, wine educator and journalist, who has been named Food & Wine Magazine “2019 Sommelier of the Year”, and a 2020 Wine Enthusiast “40 under 40 Global Tastemaker”. 

Erik’s successful career in hospitality spans over 3 decades. He is the Founder of SOMLYAY and the Vice President of the United Sommeliers Foundation. Throughout his career, Erik’s financial expertise has allowed him to create many beverage programs, with a focus on enhancing profitability and revenue. 

In addition to his sommelier experience, he is also the co-founder of Strategic Wholesale & Import Growth Partners (SWIG), a company whose leadership includes 60+ years of combined experience navigating the U.S. alcoholic beverage market. VINADA has recently begun a lasting partnership with SWIG to expand its presence in the U.S. alcoholic beverage industry. 

Together with Erik, we delved into the evolving landscape of non-alcoholic beverages and the profound impact it's having on the industry. Erik's journey is marked by his unwavering dedication to redefining the dining experience and embracing the changing preferences of modern consumers.

A Fun Fact to Begin With 

Before we dived into the realm of beverages, we kicked off our conversation with a lighthearted question: "Could you share a fun fact about yourself that we don’t know?" Erik's response immediately set the tone for an engaging discussion, "I once served guests champagne and hot dogs, with no bun, out of a thermos about 150 miles from the north pole, in a zodiac boat that was between a glacier and an iceberg." This vivid anecdote encapsulates Erik's adventurous spirit and his ability to create unforgettable moments, regardless of the circumstances. 

Shifting Paradigms: The Rise of Alcohol-Free Beverages 

Our dialogue seamlessly transitioned to the core topic at hand: the shifting landscape of non-alcoholic beverages. Erik recounted how the alcohol-free category has evolved over time, noting, "For a long time, the alcohol-free category was not serving people who chose not to drink." Previously, patrons abstaining from alcohol were confined to limited options like soft drinks or basic lemonades. However, a significant shift has occurred in recent years, driven by the influence of Millennials and Gen-Z. Erik elaborated, "With the influence that Millennials and Gen-Z have on the market, there has been a shift to 'healthful living' and no and low." This shift has spurred restaurants and sommeliers to recognize the untapped potential for revenue by offering elevated alternatives to traditional soft beverages. 

A Paradigm Shift in Perception 

Addressing the perspective of sommeliers in this evolving landscape, Erik emphasized, "Sommeliers are embracing this because the market is demanding it, and the market is demanding it because it's becoming more mainstream and accepted!" The power of the purchasing prowess of Millennials and Gen-Z has ignited a surge in non-alcoholic options. Erik highlighted the emergence of non-alcoholic bars that cater specifically to this demand, as well as the integration of non-alcoholic wines and cocktails into upscale restaurant menus. "This massive shift in the industry has made it no longer acceptable to say, 'Oh you don’t drink alcohol? Here’s a ginger ale,'" Erik explained. Additionally, the willingness to invest in high-quality non-alcoholic wine products signals a monumental shift in consumer behavior. 

The Landscape in the U.S. and Beyond 

Erik's insights into the U.S. non-alcoholic beverage trend were particularly enlightening. "I am seeing non-alcoholic wines on the bar list, and non-alcoholic categories on the front page, and sometimes the same page, of cocktail lists," he revealed. This strategic placement makes it easier for those seeking non-alcoholic options to locate and enjoy them. Erik emphasized that in the contemporary hospitality landscape, it's not just prudent but essential for establishments to provide a dedicated section for non-alcoholic products. Rejecting the notion of excluding non-alcoholic beverages, he asserted, "Our job as sommeliers is to provide what our guests like, not what we like." 

Crafting Unforgettable Experiences: Erik's Words of Wisdom 

As our conversation drew to a close, Erik offered a profound piece of advice to his fellow sommeliers entering the non-alcoholic realm: "What I wish every sommelier remembered is that wine is a business." He stressed the importance of curating wine lists that serve as sales tools and creating programs that operate profitably. Erik's mantra is that a sommelier's role extends beyond personal preferences; it's about creating experiences that resonate with patrons. "People don’t dine out for necessity, they dine for experience," Erik stated. He underscored the impact of thoughtfully curated non-alcoholic wine pairings, emphasizing that these choices have the power to delight guests and drive revenue simultaneously. 

In our conversation with Erik Segalbaum, we discovered a sommelier who embraces change and champions innovation. As the non-alcoholic revolution reshapes the beverage industry, Erik's insights provide a roadmap for sommeliers, restaurateurs, and beverage professionals to craft inclusive, profitable, and memorable experiences that resonate with today's dynamic and diverse clientele.

Thank you Erik!