VERJUS:
Non-alcoholic wine alternative for specialty retail

Admittedly, Verjus is still somewhat unfamiliar to many people. Although it has been around since the Middle Ages, the "vert jus," or "green juice," has largely been forgotten by the general population. Fortunately, it’s easy to explain: Verjus is the juice of unripe grapes. In the Middle Ages and well into the 19th century, it was also known as Agrest. It was primarily used as a substitute for vinegar in beverages, and it could also be used for disinfection or as a remedy for digestive issues.

All of this could, of course, be done with vinegar, both then and now. There is just one major difference: Verjus tastes much better than vinegar because its acidity is milder. With globalization, citrus fruits began to replace Verjus, as their acidity is even more pleasant. Nevertheless, Verjus is gradually making a comeback in households. Before we explore what your customers can do with Verjus, let's first look at how it is made, as there is a sustainability aspect that should not be overlooked.

It all begins in the vineyard

The production of Verjus starts in the vineyard. More and more winemakers are focused on improving wine quality, which is why they reduce the number of grapes in the vineyard to allow the vine to concentrate its energy on the remaining fruit. This reduction in yield, achieved by cutting away either whole or half clusters of grapes, occurs before the grapes begin to change color, while they are still in the green, unripe stage.

The production of Verjus starts in the vineyard. More and more winemakers are focused on improving wine quality, which is why they reduce the number of grapes in the vineyard to allow the vine to concentrate its energy on the remaining fruit. This reduction in yield, achieved by cutting away either whole or half clusters of grapes, occurs before the grapes begin to change color, while they are still in the green, unripe stage.

How Verjus is Made

The unripe grapes are pressed in the press as usual, but they are not fermented. In most cases, fermentation wouldn't even be possible without significant intervention, as the acidity in the grapes is so high that almost no yeast would be able to thrive.

The key is to preserve the juice after pressing to ensure its shelf life. Common methods include pasteurizing and filtering the Verjus. Some winemakers opt for cold sterile bottling instead of pasteurization to retain more of the flavors. However, this requires very strict hygiene practices and fine filtration, which can sometimes impact the aromatic profile. Ultimately, the choice depends on the winery's philosophy

Promotion of Verjus

And that’s it—Verjus is ready: a pure natural product made from vineyard by-products without any preservatives. And yes, such a product is now very marketable again, which is why more and more wineries are adding Verjus to their portfolios. Verjus not only has a total acidity of 20 to 25 grams per liter but also boasts a high content of polyphenols, which are plant compounds also found in traditional wine.

However, there is a significant difference in marketing. Although polyphenols are antioxidants frequently promoted for their health benefits, wine sellers cannot claim that wine is healthy because it contains alcohol. This is a globally consistent regulation. Since Verjus contains no alcohol at all, this advertising restriction does not apply.

Verjus is versatile

This provides a communicative advantage for your customers. But Verjus has even more to offer. It can replace vinegar, lemon, or wine in cooking, especially when a dish needs a high but still mild acidity. Additionally, Verjus adds some unique flavors to the mix. This is why countless chefs in fine dining establishments are turning to Verjus once again.

In addition, Verjus can be used to create a variety of refreshing drinks. For example, mixing it with sparkling water and a generous splash of elderflower syrup makes an ideal non-alcoholic summer beverage. Combined with grape or apple juice, it becomes a delightful aperitif. For those who prefer something stronger, Verjus can be mixed with vodka and simple syrup. You can present your customers with numerous ways to use Verjus in their beverages.

Win-win situation thanks to Verjus

Additionally, Verjus offers you the opportunity to advance your own business brand, i.e., private label. This can be beneficial on both large and small scales. If your business is larger, an exclusive private label production in a bigger format is usually worthwhile. However, even small wine shops can collaborate with trusted winemakers. This often results in a win-win situation.

Wineries no longer need to dispose of leftover green grapes; instead, they can press them and even receive payment for doing so. And you can have a Verjus on your shelves that is branded as a special edition just for you. This kind of exclusivity is generally well-received by consumers. So, there are many reasons to consider adding Verjus to your portfolio. Expanding your range of non-alcoholic options is just one aspect.