FRE Wines

What FRE Wines does

FRE Wines is a US non-alcoholic wine brand founded in 1993 and operated as a subsidiary of Luminara Beverages, LLC under Trinchero Family Wine and Spirits, headquartered in St. Helena, California. The company produces ten alcohol-removed wine varietals — Cabernet Sauvignon, Chardonnay, Merlot, Moscato, Pinot Grigio, Red Blend, Rosé, Sauvignon Blanc, Sparkling Brut, and White Zinfandel — all finished at less than 0.5% ABV and approximately 50–90 calories per 8oz serving.

FRE's production is built around proprietary spinning cone column dealcoholization technology, which uses vacuum distillation to gently remove alcohol at low temperatures and reintroduce wine essences to a dealcoholized base, preserving varietal aroma and flavor. The brand positions itself as "America's #1 Alcohol-Removed Wine" and markets primarily to health-conscious consumers, the sober-curious, and participants in mindful-drinking occasions such as Dry January and Sober October.

The commercial model combines direct-to-consumer e-commerce via OneStopWineShop.com, a recurring Wine Club with four seasonal shipments per year, and nationwide retail distribution through wine stores. The company layers marketing programs around content — 80+ mocktail recipes, food pairings built with eMeals, and 20+ sober-curious city guides — supplemented by social channels (Facebook, Instagram, TikTok), earned media in major lifestyle publications, seasonal sweepstakes, and event sponsorships. Pricing is not publicly disclosed.

Name

FRE Wines

Legal name

Luminara Beverages, LLC

Website

https://frewines.com

Company type

Private

Founded year

1993

Operating status

Operating

Short description

FRE Wines is a US non-alcoholic wine brand offering ten dealcoholized varietals using spinning cone technology, sold DTC, through a Wine Club subscription, and at retail, primarily to health-conscious and sober-curious consumers.

Ownership category

akta.pro rank

Product category

Non-Alcoholic Wine

NAICS

Wineries (31213), Beer, Wine, and Liquor Retailers (445320)

SIC

Beverages (2080)

akta.pro primary industry

Alcohol-Free & Low-Alcohol Beer/Wine/Spirits Production (AFAFAAAJ)

akta.pro secondary industries

Wine Production & Winemaking (AFAFAAAB), Wine & Sparkling Wine Wineries & Brands (CRADAIAB), Alcohol Subscription & Wine Clubs (Retail) (CRANABAF)

Keywords

• Non-alcoholic wine
• Alcohol-removed wine
• Dealcoholized wine
• Wine club subscription
• Mindful drinking beverages

Headquarters

HQ city

St. Helena

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Direct Wine Sales: Sales of alcohol-removed wines through onestopwineshop.com e-commerce platform. Products sold in 750ml and 187ml bottle sizes. Revenue generated from individual bottle purchases and subscription wine club memberships with quarterly shipments.
2. Retail Distribution: Distribution through wine retailers and stores nationwide. Products available in the wine aisle of major retail locations.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

FRE Wines crafts and sells alcohol-removed wines made from premium California wine using spinning cone technology, producing 10 varietals with less than 0.5% ABV and half the calories of traditional wine. The company distributes through direct-to-consumer e-commerce on OneStopWineShop.com, retail wine stores nationwide, and a Wine Club subscription with four seasonal shipments per year.

Product overview

FRE Wines offers a portfolio of alcohol-removed wines, America's #1 non-alcoholic wine brand for over 30 years. The core product line consists of ten distinct wine varietals: Cabernet Sauvignon, Chardonnay, Merlot, Moscato, Pinot Grigio, Red Blend, Rosé, Sauvignon Blanc, Sparkling Brut, and White Zinfandel—all crafted from premium California wine with alcohol gently removed using spinning cone technology, maintaining less than 0.5% ABV and half the calories of traditional wine. Beyond the wine portfolio, FRE provides complementary content including mocktail recipes using their wines as ingredients, food pairing guides created in partnership with eMeals, and city-specific travel guides for sober-curious consumers. The company is owned by Luminara Beverages, LLC, headquartered in St. Helena, CA.

Differentiator

Problem solved

Functional benefit

Products and services

• Alcohol-Removed Cabernet Sauvignon FRE alcohol-removed Cabernet Sauvignon red wine crafted from premium California wine with alcohol gently removed through spinning cone technology, for consumers seeking full wine taste without alcohol.
• Alcohol-Removed Chardonnay FRE alcohol-removed Chardonnay white wine crafted from premium California wine with alcohol gently removed, for consumers seeking white wine flavor without alcohol.
• Alcohol-Removed Merlot FRE alcohol-removed Merlot red wine crafted from premium California wine with alcohol gently removed, for consumers seeking red wine flavor without alcohol.
• Alcohol-Removed Moscato FRE alcohol-removed Moscato white wine featuring aromas of rose petals and peaches with sweet, creamy flavors and a lingering finish, for consumers seeking a sweet wine experience without alcohol.
• Alcohol-Removed Pinot Grigio FRE alcohol-removed Pinot Grigio white wine crafted from premium California wine with alcohol gently removed, for consumers seeking crisp white wine flavor without alcohol.
• Alcohol-Removed Red Blend FRE alcohol-removed Red Blend crafted from premium California wine with alcohol gently removed, for consumers seeking a blended red wine experience without alcohol.
• Alcohol-Removed Rosé FRE alcohol-removed Rosé wine with lively strawberry and citrus flavors, crisp and fruity palate with ripe berry accents and refreshing finish, for consumers seeking rosé flavor without alcohol.
• Alcohol-Removed Sauvignon Blanc FRE alcohol-removed Sauvignon Blanc white wine with fresh notes of green grass and soft tropical fruit aromas, bright acidity with passion fruit and mango flavors, for consumers seeking white wine flavor without alcohol.
• Alcohol-Removed Sparkling Brut FRE alcohol-removed Sparkling Brut with cascading bubbles, delicate effervescence, fragrant bouquet of green apple and ripe pear, balanced by crisp palate of apple and strawberry with dry refreshing finish, for consumers seeking sparkling wine without alcohol.
• Alcohol-Removed White Zinfandel FRE alcohol-removed White Zinfandel crafted from premium California wine with alcohol gently removed, for consumers seeking a sweeter rosé-style wine without alcohol.
• FRE Wine Club Subscription Subscription-based wine club offering four seasonal shipments per year of alcohol-removed wines and mixers, including FRE varietals, Luminara sparkling wines, and Seaglass wines, with options to customize each shipment.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• eMealscoreStrategic or Co-development PartnerFRE Wines partnered with eMeals, the meal planning experts, to create food pairing recipes designed to match perfectly with FRE varietals. The partnership provides consumers with curated recipes and food pairing guidance to enhance their FRE wine experience.

Scale indicators4 records

Recent moves1 record

Expansion highlights5 records

Emerging players

• Athletic Brewing Company: Leading U.S. non-alcoholic craft beer brand that has helped legitimize the broader alcohol-removed beverage category. Comparable to FRE as a fellow NA category pioneer riding the same mindful-drinking tailwinds, though operating in beer rather than wine.
• Ghia: Premium non-alcoholic aperitif brand positioned as a sophisticated social alternative to alcohol. Comparable to FRE as a fellow premium NA brand riding mindful-drinking and sober-curious consumer trends, though operating in aperitifs rather than dealcoholized wine.
• Lyre's Spirit Co. Non-alcoholic spirit brand offering a broad portfolio of dealcoholized alternatives to gin, whiskey, tequila, and other spirits. Adjacent comparable to FRE as a peer in the broader premium non-alcoholic beverage space targeting the same sober-curious consumer.

Direct peers

• Torres Natureo: Alcohol-removed wine range from Spanish winery Familia Torres, including still and sparkling varietals. Direct competitor to FRE in the global alcohol-removed wine category with established premium winery backing and European-centric distribution.
• Pierre Zéro: French alcohol-removed wine brand distributed by Pernod Ricard, producing sparkling and still dealcoholized wines from traditional French varietals. Directly comparable to FRE as a category-defining NA wine brand, though with a French heritage and broader European distribution footprint.
• Leitz Eins-Zwei-Zero: Alcohol-removed wine line from German Rheingau producer Weingut Josef Leitz, including sparkling and still Riesling-based offerings. Comparable to FRE as a premium dealcoholized wine targeting consumers who want full wine sensory experience without alcohol.
• Ariel Vineyards: Pioneer non-alcoholic wine brand produced by J. Lohr Vineyards, offering dealcoholized Cabernet Sauvignon, Chardonnay, and other varietals. Direct competitor to FRE in the alcohol-removed wine category with a similar premium positioning and established California wine provenance.
• Surely: Direct-to-consumer alcohol-removed wine brand offering multiple varietals sourced from California vineyards. Operates in the same premium NA wine category as FRE with overlapping target customers (sober-curious and health-conscious adults) and a similar DTC-plus-retail go-to-market motion.

Broad incumbents

• Sutter Home: Major U.S. wine brand owned by Trinchero Family Wine and Spirits, the same parent company as FRE. Comparable to FRE as a sister brand within the Trinchero portfolio, sharing distribution channels and benefiting from the same corporate parent while competing for shelf space and consumer occasions.

Others

• Bev (formerly Boisson): Specialty retailer and distributor dedicated to non-alcoholic beverages, stocking multiple NA wine and spirit brands. Comparable to FRE as an ecosystem participant shaping how consumers discover and purchase alcohol-removed wines in the U.S.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/FREWines
• Instagraminstagram.com/frewines
• TikToktiktok.com/@frewines
• Xx.com/FreWines

Revenue estimate

Valuation estimate

Number of profiles

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 FRE Wines