Not Guilty, Australian Alcohol-Free Wine Brand, Launches in Canada! 🍷🇨🇦
- Malinda
- Mar 25
- 2 min read
“The wines were made for Millennials and GenZ shoppers who don’t need to hide behind their decision to not drink alcohol.”
TORONTO, Jan. 7, 2025 /CNW/ - Not Guilty, the zero-alcohol wine range, is now available in the Canadian market. At 0.05% ABV, these de-alcoholized wines were made to appeal to Millennial and Gen Z consumers who are increasingly preferring to enjoy life without alcohol or are looking for high-quality alcohol alternatives.
Not Guilty wines are designed for Millennials and Gen Z—consumers who confidently embrace a zero-proof lifestyle without feeling the need to justify it. Instead of mimicking traditional wines, we focus on innovative packaging and an engaging brand experience to build community and connection.
Not Guilty was introduced to the North American market by Malinda Wines, which holds the exclusive importer rights for Not Guilty. Established in 1989, Malinda is one of Canada’s most reputable importers and distributors of de-alcoholized wines, bringing extensive experience and insight into the non-alcoholic beverage market.
What Makes Not Guilty Unique?
Unlike traditional non-alcoholic wine brands that target wine drinkers with conventional marketing, we're taking a fresh approach with branding and strategy that appeals to a broader audience.
Not Guilty By building a fun and engaging brand image, we connect with our target audience while offering fresh, flavorful options that stand out. We don’t compare ourselves to other non-alcoholic wine
The collection of Not Guilty wines that can be found as of Q4 2024 includes:
Pinot Grigio: Gold winner at the 2023 IWSC; fresh, fruity，green apple and pear flavours & crisp finish.
Red Blend: Gold winner at the 2023 World Alcohol-Free Awards; rich berry flavours & spicy vanilla oak, finishing with soft tannins.
Sparkling Brut: Gold winner at the 2023 IWSC; clean, fresh lime with a hint of elderflower, featuring lively bubbles & a zesty finish.
Sparkling Rosé: Silver winner at the 2023 World Alcohol-Free Awards; citrus & rose petal aromas balanced with fresh strawberries
Not Guilty's retail presence now includes:
Ontario: Pinot Grigio available at LCBO retail locations
British Columbia and Alberta: Save-On-Foods and London Drugs
Online: collection available through Upside Drinks