Malinda Wines Sees Strong Demand for De-Alcoholized Portfolio at NGA Show 2026

Malinda Wines concluded its second consecutive year exhibiting at the National Grocers Association (NGA) Show at the MGM Grand, reinforcing its strategic focus on the U.S. grocery channel and the accelerating momentum behind premium de-alcoholized wine.

With its Loxton Wines and Not Guilty brands showcased through live tastings and buyer meetings, the company observed a notable evolution in retailer sentiment — shifting from product curiosity to active purchasing conversations.

Category Evolution: From Education to Conversion

A defining takeaway from NGA Show 2026 was the maturation of buyer engagement with non-alcoholic wine. While previous discussions centered on production methods and taste expectations, this year’s conversations focused on availability, distribution, and merchandising strategies.

Frequent buyer inquiries of “Where can we source this?” signaled a broader transition of de-alcoholized wine from emerging trend to increasingly essential category segment within the wine aisle.

As wellness-driven purchasing continues to influence beverage choices, retailers are actively exploring ways to capture sober-curious spend without compromising traditional wine shopper expectations.

Quality Validation Through Awards and Tastings

Product credibility remained a central theme among prospective retail partners. Malinda Wines addressed this through guided tastings, where the Loxton Sparkling Brut — recipient of the WAFA 2025 Gold Award — emerged as a top-performing selection.

Feedback from attendees consistently highlighted the product’s ability to replicate the complexity and mouthfeel expected by conventional wine consumers, reinforcing the growing quality perception within the de-alcoholized category.

Branding as a Category Recruitment Driver

Alongside product quality, the Not Guilty brand demonstrated the importance of shelf standout and shopper engagement in expanding category penetration. Its distinctive visual identity and character-led packaging generated strong booth traffic and prompted conversations across diverse buyer demographics.

Notably, the Not Guilty Pinot Grigio received positive comparative feedback, with tasters emphasizing its familiarity to traditional wine profiles, a key factor in lowering trial barriers for first-time non-alcoholic shoppers.

Insights from NGA reinforced the resilience of U.S. grocers amid economic shifts and the increasing role of wellness-oriented innovation in sustaining category growth.

De-alcoholized wine presents retailers with a strategic opportunity to:

●        Retain health-conscious shoppers within the wine aisle

●        Recruit incremental category consumers

●        Expand occasions beyond traditional alcohol consumption

“We are encouraged to see U.S. grocers priorities health-conscious choices,” said Darrin, Director of Sales & Marketing at Malinda Wines. “Premium de-alcoholized wines such as Loxton and Not Guilty allow retailers to support evolving consumer lifestyles while unlocking new growth potential within the category.”

For Additional Information:

🔗 Loxton Official Website: https://www.loxtonwines.ca/

🔗 Not Guilty Official Website: https://notguiltyzero.com/