What Giesen Group does

Giesen Group is a family-owned New Zealand winery founded in 1981 by three German-born brothers, Theo, Alex, and Marcel Giesen, after emigrating from Germany in 1979. The company operates from its headquarters in Christchurch and a production winery in Marlborough, with vineyards across Marlborough sub-regions (Wairau Valley, Awatere Valley, Southern Valleys), Canterbury, Waipara, and Hawke's Bay, plus a cross-border collaboration in Germany's Mosel region. The portfolio is organized into three tiers: (1) Giesen 0% dealcoholized wines spanning 11 SKUs in still, sparkling, spritz, and canned formats, produced using spinning cone technology that gently separates and recombines aroma, alcohol, and body to deliver wines at no more than 0.5% ABV; (2) Pure Light lower-alcohol wines at 6% ABV with up to 45% fewer calories, plus an 8% ABV Spritz range; and (3) a Classic wine range including Estate varietals, the certified-organic Clayvin single-vineyard series (Chardonnay, Pinot Noir, Syrah), the Uncharted experimental line, Organic, The Brothers heritage label, Gemstone limited release, and Mosel Riesling. The core proprietary technology — spinning cone dealcoholization — was an early-mover investment in New Zealand, and the company holds BioGro organic certification for select vineyards.

Giesen Group's go-to-market is product-led, anchored on premium positioning, quality awards (including Best of Show NA Wine and perfect 100/100 scores at the 2025 PR%F Awards), and broad earned media coverage in Forbes, Washington Post, Wine Spectator, CNN, Bloomberg, and USA Today. Distribution is omnichannel: leading U.S. retailers (Instacart, Amazon, Total Wine, Better Rhodes, Binny's, Uber Eats, Zero Proof, Proof No More), international supermarket and liquor retail in Australia and New Zealand, and a direct-to-consumer e-commerce storefront. Marketing is reinforced by event partnerships such as the Pride House LA/West Hollywood collaboration during Pride Month and the 2026 World Cup opening. The primary customer segments are health-conscious and "sober-curious" consumers seeking premium alcohol-free alternatives, with secondary demand from inclusive community events requiring non-alcoholic options. The company employs 101-250 people, remains privately held and family-controlled, and has not raised institutional funding or pursued an IPO.

Name

Giesen Group

Legal name

Giesen Group Ltd

Website

https://giesen.co.nz

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

101–250 employees

Short description

Giesen Group is a family-owned New Zealand winery founded in 1981 that produces premium dealcoholized (0%), lower-alcohol, and classic wines using spinning cone technology, serving health-conscious and sober-curious consumers in the USA, Australia, and New Zealand.

Ownership category

akta.pro rank

Product category

Winery / Wine Production

NAICS

Wineries (312130)

SIC

Beverages (2080)

akta.pro primary industry

Wine & Sparkling Wine Wineries & Brands (CRADAIAB)

akta.pro secondary industries

Wine Production & Winemaking (AFAFAAAB), Wineries & Vineyards (Tasting Rooms) (THAFALAE)

Keywords

• Dealcoholized wine production
• Non-alcoholic wine brands
• Single-vineyard winemaking
• Lower-alcohol wine
• Marlborough winery products

Headquarters

HQ city

Christchurch

HQ country

New Zealand

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Wine Sales: Giesen Group generates revenue through the sale of wines across three main categories: 0% dealcoholized wines, Lighter Wines (lower alcohol), and Classic Wines. Products are sold through leading retailers nationwide in the USA and available in Australia, New Zealand, and other markets through supermarkets, liquor retailers, and online stores.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Giesen Group is a family-owned New Zealand winery that produces and sells a diversified wine portfolio across three tiers: (1) Giesen 0% dealcoholized wines (still, sparkling, spritz and canned) made by spinning cone technology that removes alcohol while preserving aroma and flavor, (2) Pure Light lower-alcohol wines at 6% ABV with up to 45% fewer calories, and (3) Classic wines including Estate varietals, single-vineyard Clayvin wines, experimental Uncharted wines and limited-release selections from Marlborough, Waipara, Hawke's Bay and the German Mosel. Products are sold to consumers through the company's own e-commerce site and through leading retailers across the USA, Australia, New Zealand and other international markets.

Product overview

Giesen Group is a family-owned New Zealand winery offering a diversified portfolio of wines spanning from 0% dealcoholized to full-strength classic wines. The portfolio consists of three main product lines: (1) Giesen 0% dealcoholized wines (11 products including still wines, sparkling, and spritz styles in bottles and cans) crafted using spinning cone technology to remove alcohol while preserving aroma and flavor; (2) Pure Light lower-alcohol wines (3 products at 6% ABV with 45% fewer calories); and (3) Classic wines including Estate wines (6 varietals), premium Clayvin single-vineyard wines (Chardonnay, Pinot Noir, Syrah), Uncharted experimental wines (3 varietals), Organic, heritage, limited release and international terroir wines. All wines are sourced primarily from Marlborough sub-regions (Wairau Valley, Awatere Valley, Southern Valleys) with additional sourcing from Waipara and Hawke's Bay. The company also produces a Spritz range at 8% ABV.

Differentiator

Problem solved

Functional benefit

Brands

• Giesen 0%: Dealcoholized wine range crafted to preserve flavor and character, offering choice without alcohol. Includes still, sparkling, and spritz styles.
• Pure Light
• Estate Wines
• Clayvin
• Uncharted
• Gemstone
• The Brothers
• Mosel

Products and services

• Dealcoholized Sauvignon Blanc (Giesen 0%) Aromatically expressive, crisp and refreshing dealcoholized Sauvignon Blanc with lime, redcurrant, lemon shortbread, blackcurrant and passionfruit flavors, made from Marlborough and Waipara fruit using spinning cone technology for adult consumers seeking a premium non-alcoholic wine option.
• Dealcoholized Pinot Grigio (Giesen 0%) Light and refreshing dealcoholized Pinot Grigio with white florals, lychee, red apple, pear and muscat notes, sourced from Marlborough, Waipara and Hawke's Bay, for non-alcoholic wine drinkers.
• Dealcoholized Chardonnay (Giesen 0%) Fresh, vibrant dealcoholized Chardonnay with citrus and stone fruit, subtle French oak influence, creamy vanilla and silky smooth finish, sourced from Hawke's Bay and Waipara, for the non-alcoholic wine category.
• Dealcoholized Riesling (Giesen 0%) Bright, lively off-dry dealcoholized Riesling with lime, citrus blossom, mandarin and balanced acidity, crafted from Marlborough and Waipara fruit, for non-alcoholic wine drinkers.
• Dealcoholized Rosé (Giesen 0%) Delicate, fruit-forward and refreshingly dry dealcoholized Rosé with white peach, apple, fresh strawberry and cranberry notes, crafted from Marlborough and Waipara fruit, for non-alcoholic wine drinkers.
• Dealcoholized Premium Red (Giesen 0%) Soft, fruit-driven dealcoholized Premium Red with crushed blackberry, plum, subtle toasted oak and fine powdery tannins, crafted from Hawke's Bay fruit, for non-alcoholic red wine drinkers.
• Dealcoholized Sparkling Brut (Giesen 0%) Light, lively and refreshing dealcoholized sparkling wine with lemon, grapefruit, pear, fine bubbles and crisp dry finish, crafted from Hawke's Bay cool-climate vineyards, for celebratory non-alcoholic occasions.
• Dealcoholized Sauvignon Blanc Spritz (Giesen 0%) Vibrant and fruit-forward dealcoholized Sauvignon Blanc Spritz with juicy citrus, tropical notes and gentle sparkle, designed for easy-going moments and casual non-alcoholic social occasions.
• Dealcoholized Rosé Spritz (Giesen 0%) Juicy, fruit-forward dealcoholized Rosé Spritz with passionfruit, lime, ripe strawberry and gentle spritz, crafted from Marlborough and Waipara fruit with a Syrah addition, for casual alcohol-free occasions.
• Dealcoholized Sauvignon Blanc Spritz Cans (Giesen 0%) Zesty, tropical dealcoholized Sauvignon Blanc Spritz in 250ml cans with lime, passionfruit, guava and light spritz, gluten-free, sold in 1, 4 and 24 pack formats for on-the-go and casual non-alcoholic consumption.
• Dealcoholized Rosé Spritz Cans (Giesen 0%) Juicy, refreshing dealcoholized Rosé Spritz in 250ml cans with passionfruit, lime, ripe strawberry and light spritz, gluten-free, sold in 1, 4 and 24 pack formats for on-the-go non-alcoholic consumption.
• Pure Light Sauvignon Blanc Crisp, vibrant Pure Light Sauvignon Blanc with 6% alcohol and 45% fewer calories than regular wine, featuring tropical citrus and fresh herbal lift from Marlborough fruit, for calorie-conscious wine drinkers.
• Pure Light Pinot Gris Fresh and inviting Pure Light Pinot Gris with 6% alcohol, delicate florals, juicy pear and ripe stone fruit, sourced from Hawke's Bay, Marlborough and Waipara, for lower-calorie wine drinkers.
• Pure Light Merlot Vibrant Pure Light Merlot with 6% alcohol, featuring red berries, juicy plum with violet hints, sourced from Hawke's Bay, for lower-calorie red wine drinkers.
• Sauvignon Blanc Spritz Refreshing lighter Sauvignon Blanc Spritz with 8% alcohol, delicate bubbles, lime zest, passionfruit and guava, crafted from Marlborough and Waipara fruit, for casual social occasions.
• Rosé Spritz Pretty Rosé Spritz with 8% alcohol, delicate bubbles, passionfruit, lime, strawberry and rose petal notes, crafted from Marlborough and Waipara fruit, for casual social occasions.
• Estate Sauvignon Blanc Award-winning Marlborough Sauvignon Blanc with vibrant citrus and tropical flavors, fresh herb finish, 13% ABV, sourced from the Wairau and Awatere Valleys, for full-strength wine drinkers.
• Estate Pinot Gris Bright, generous Estate Pinot Gris with ripe pear, peach, almond-meal note, creamy texture and gently off-dry finish, sourced from Marlborough and Waipara, for everyday premium wine drinkers.
• Estate Chardonnay Generous, smooth Hawke's Bay Estate Chardonnay with ripe citrus, peach, melon, vanilla, subtle oak maturation for six months and balanced acidity at 13.6% ABV, for full-strength white wine drinkers.
• Estate Riesling New Zealand Riesling with striking lime and mandarin aromatics, succulent juicy sweetness and beautifully off-dry finish, sourced from Waipara and Marlborough, for full-strength white wine drinkers.
• Estate Blush Riesling Vivacious Blush Riesling with succulent citrus blossom, lime, sweet mandarin, balanced acidity and blush hue from a Merlot addition, sourced from Waipara, Hawke's Bay and Marlborough.
• Estate Merlot Generous, smooth Hawke's Bay Estate Merlot with perfumed plum, spice and soft mocha notes, French oak maturation and supple easy-drinking finish at 13% ABV.
• Clayvin Chardonnay Premium single-vineyard Chardonnay from the certified organic Clayvin Vineyard in Marlborough's Southern Valleys, with white peach, lemon, flint, structured precision and mineral drive at 14% ABV, for premium white wine drinkers.
• Clayvin Pinot Noir Premium single-vineyard Pinot Noir from the certified organic Clayvin Vineyard, with red cherry, plum, floral lift, fine tannins and structural depth at 13.15% ABV, for premium red wine drinkers.
• Clayvin Syrah Premium single-vineyard Syrah from the certified organic Clayvin Vineyard, intensely colored with rich aromatics, power, structure and refined edge at 14.5% ABV, for premium red wine drinkers.
• Uncharted Sauvignon Blanc Boundary-pushing experimental Sauvignon Blanc exploring Awatere and Wairau Valley subregions with passionfruit, pineapple, guava, mineral notes and a concentrated crystalline expression at 13.2% ABV, for adventurous white wine drinkers.
• Uncharted Chardonnay Experimental Uncharted Chardonnay from Marlborough's Southern Valleys and Wairau Valley with white peach, lemon, toasted hazelnut, flint, rich concentration and bright acidity at 13.2% ABV, for adventurous white wine drinkers.
• Uncharted Pinot Noir Experimental Uncharted Pinot Noir from Marlborough with red cherry, plum, hints of mocha and sweet baking spice, rich concentration and fine grain tannins at 12.8% ABV, for adventurous red wine drinkers.
• Organic Sauvignon Blanc Certified organic Sauvignon Blanc by BioGro New Zealand from the Wairau Valley, featuring passionfruit, guava, grapefruit, lemon and elderflower with bright natural acidity at 12.4% ABV, for organic-wine-seeking drinkers.
• The Brothers Sauvignon Blanc Bold, expressive Sauvignon Blanc honoring the Giesen brothers' four decades of winemaking, showcasing Awatere Valley character with tropical, stone fruit, blackcurrant, passionfruit and crisp dry finish at 12.4% ABV.
• Gemstone Riesling Limited release Marlborough Riesling partly fermented in granite tanks for texture and purity, featuring lime, tropical aromatics, sweet mandarin, lemon sherbet and racy natural acidity at 11.2% ABV, for collectors and Riesling enthusiasts.
• Mosel Riesling Classic Mosel Riesling crafted in collaboration with Tobias Treis from the Reiler Goldlay vineyard with ancient slate soils, featuring lime, tangerine, orange blossom, rose petal at 10.5% ABV, for Riesling enthusiasts.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Pride House LA/West HollywoodcoreGTM or Marketing Partner · 9 June 2026Giesen 0% partnered with Pride House LA/West Hollywood as the Official Non-Alcoholic Wine Partner for its kickoff weekend from June 11-14, 2026, at Beaches Tropicana in West Hollywood. The partnership was timed to coincide with Pride Month and the opening weekend of the 2026 World Cup, aligning the brand with inclusive, mindful drinking experiences during major cultural events. The partnership supports Giesen's 'All In, Never Out' campaign emphasizing accessibility and community building in social occasions.

Scale indicators8 records

Recent moves10 records

Expansion highlights6 records

Broad incumbents

• Brancott Estate: Brancott Estate (Pernod Ricard) is a global Marlborough Sauvignon Blanc brand distributed in exactly the same U.S. supermarket and off-premise channels as Giesen's Estate range, making it a head-to-head established incumbent at the same price tier.
• Pernod Ricard: Pernod Ricard owns Jameson, Absolut and Brancott Estate and is actively building a portfolio of lower- and no-alcohol adult beverage brands. It represents the most credible large-cap competitive threat to Giesen's premium NA-wine positioning.
• The Wine Group: The Wine Group is one of the largest U.S. wine producers and the owner of Fre Wines, competing directly with Giesen 0% across retail and club channels while also offering a much broader conventional wine portfolio.

Direct peers

• Ariel Vineyards: Ariel is a pioneer of non-alcoholic wines from California, with a long-standing dealcoholized portfolio. It is the closest historic analogue to Giesen 0% in format, varietal breadth and off-premise distribution.
• Pierre Zéro: Pierre Zéro is a French dealcoholized wine brand offering still and sparkling varietals comparable to Giesen 0%, distributed internationally and competing in the same European and global travel-retail channels where Giesen is sold.
• Fre Wines: Fre is one of the longest-standing dealcoholized wine brands in the U.S. market, sold through major retailers and offering varietals directly comparable to Giesen 0%. Both are positioned in premium shelf-stable non-alcoholic wine with overlapping consumer segments.
• Cloudy Bay: Cloudy Bay is a flagship Marlborough winery (now LVMH-owned) producing premium Sauvignon Blanc and Pinot Noir from the same New Zealand sub-regions Giesen sources from. It competes head-to-head with Giesen's Estate and Clayvin tiers in U.S. off-premise fine-wine shelves.
• Saint Clair Family Estate: Saint Clair is a family-owned Marlborough winery with comparable Estate-tier Sauvignon Blanc, Pinot Gris, Chardonnay and Pinot Noir ranges sold into NZ, Australia and U.S. markets, positioning it as a direct New Zealand mid-premium peer.
• Thomson & Scott (Noughty): Noughty is a premium alcohol-free sparkling and still wine range positioned against the mindful-drinking consumer, often co-shelved with Giesen 0% in UK and U.S. off-premise accounts. They compete directly on occasion-led, premium NA-wine positioning.

Emerging players

• Athletic Brewing Company: Athletic Brewing is the U.S. craft leader in non-alcoholic beer, mirroring Giesen's role as the premium NA-wine leader. Both compete for the same mindful-drinking consumer wallet at Whole Foods, Total Wine, Binny's and other premium off-premise accounts.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/giesenwines
• YouTubeyoutube.com/giesenwines
• Facebookfacebook.com/giesenwines
• LinkedInlinkedin.com/company/giesen-wines
• Instagraminstagram.com/giesenwines

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Giesen Group