Proxies: Reaching New Target Groups with Non-Wines

If you're looking for an alternative to the alternative for your customers, then you should read this text very carefully. Because a large part of the wine world still finds it difficult to sell alcohol-free sparkling wines and dealcoholised wines.
Mostly because the sensory quality doesn’t yet match that of wine – or because the taste is generally rather bland due to the dealcoholisation process. Or because alcohol-free products are still often too sweet. Not to mention the fact that removing alcohol requires significantly more energy, which also drives up the retail price.

But with the so-called proxies, the international wine trade has found a very good alternative to the usual alternatives.

Proxy – this term is more commonly known from the IT world, where it originated. It refers to a substitute or intermediary between users and the internet – keyword: proxy server.

In the wine world, proxies take on a very similar role. They serve as substitutes for wines, mimicking flavour, complexity, depth, and finish – just without or with very little alcohol. Because in proxies, fermentation may take place, but not alcoholic fermentation.

Let’s first take a look at the difference between both methods, before we dive deeper into the world of proxies.

Difference Between Fermentation and Alcoholic Fermentation

Fermentation is most often used as a synonym for alcoholic fermentation. In reality, however, there are subtle but important differences.

In classical fermentation, as we know it from the production of yoghurt, cheese or sauerkraut, bacteria are used as microorganisms. This process takes place exclusively at low temperatures and typically results in very low levels of alcohol.

In alcoholic fermentation, on the other hand, bacteria play no role. Instead, yeast cells convert sugar into alcohol and carbon dioxide. The temperatures are higher – and significantly more alcohol is produced.

While alcoholic fermentation is essential in winemaking, it is entirely avoided in the production of proxies, where at most fermentation (without alcohol formation) is used.

What Are Proxies Made Of?

A wine consists exclusively of grapes. Proxies can contain grapes – but they don’t have to. In fact, the base is often something entirely different: green, black or herbal tea, kombucha or water kefir, just to name a few of the countless possibilities. But that’s not all. Fruits and vegetables can be added in the form of juices or essences, as well as herbs and spices, or even vinegar and bitter agents. There are no limits to creativity here.

The goal, however, is not to create a non-alcoholic drink that tastes as fancy as possible. Rather, proxies are meant to reproduce the complexity of a wine with alcohol. For example, juices don’t just contribute the desired fruity notes, but also give the drink body. Herbs and spices imitate the aromatic complexity, while vinegar and bitter components simulate acidity and tannin structure.

What Makes Proxies So Special?

It is precisely these almost limitless combinations of ingredients that allow producers to create an infinite variety of flavour experiences. And they do so with very little or often no alcohol at all.

In addition, proxies often contain significantly less sugar than alcohol-free wines. At a time when diabetes rates are skyrocketing worldwide, this is a factor that should not be underestimated.

Where Do Proxies Actually Come From?

As is so often the case in life, there isn’t one single inventor of proxies. However, these special drinks originated in fine dining kitchens – in places where creativity and flavour traditionally come together.
The idea behind them was to offer a non-alcoholic accompaniment to menus that didn’t just consist of water, juice or soft drinks, but of new variations that, like wine, could accompany a meal in a sophisticated way.

From gastronomy, proxies quickly made their way into small artisanal producers, for example those specialising in juices – who then began to bring ever more refined versions to the market. Today, there are numerous companies specialising in the production of proxies.

The creations are generally as sophisticated as they are time-consuming to develop. Not to mention that it takes a lot of expertise to combine the aromas as effectively as possible. That’s precisely why very few wineries produce proxies – the core competencies are simply too different.

Why Are Proxies Worthwhile for the Specialised Wine Trade?

Sure, a wine shop primarily sells one thing: wine.
But in a time when more and more people are drinking – and therefore buying – less wine, alternatives are needed to keep the business going.

Proxies require a lot of explanation – but so do alcohol-free wines.
Above all, proxies have one big advantage over dealcoholised wines: Although they mimic the character of wine, they are not comparable to wine, which is definitely the case with conventional alternatives.

This means that they represent a completely separate category, not just in theory, but also in practice – one that allows you to cleverly expand your portfolio and reach entirely new target groups.

By the way: you can meet a wide range of renowned proxy producers at ProWein, in the ProWein Zero area.
Taste the creations and, if interested, get practical sales arguments and excellent pairing recommendations directly on-site – helping you integrate proxies into your portfolio as efficiently as possible.