FRE Wines
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.
- Company typePrivate
- Founded1993
- HeadquartersSt. Helena, United States
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
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.
FRE Wines firmographics
Firmographics- 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
FRE Wines industry classification
Industry- 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
Where FRE Wines is headquartered
LocationHeadquarters
- HQ city
- St. Helena
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
FRE Wines business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel
Revenue model
- 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.
- 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
FRE Wines product offering
Product offeringCore 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.
Companies that use FRE Wines
Customer profileSegments3 records
Ideal customer profiles3 records
FRE Wines technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
FRE Wines partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- eMealscoreFRE 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
FRE Wines competitors and assessment
Company assessmentEmerging 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
FRE Wines social profiles
Digital presenceFRE Wines financial estimates
Financial estimateRevenue estimate
Valuation estimate
FRE Wines leadership team
Management profileNumber of profiles
FRE Wines funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FRE Wines M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about FRE Wines
What does FRE Wines do?
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.
Is FRE Wines a public or private company?
FRE Wines is a private company. It is classified as corporate owned and is currently operating.
When was FRE Wines founded?
FRE Wines was founded in 1993.
Where is FRE Wines based?
FRE Wines is headquartered in St. Helena, United States, in the North America region.
How does FRE Wines make money?
Two revenue lines are on record. Direct Wine Sales are the primary driver. The others are retail Distribution.
Who are FRE Wines's main competitors?
Emerging players on record are Athletic Brewing Company, Ghia and Lyre's Spirit Co.. Direct peers are Torres Natureo, Pierre Zéro, Leitz Eins-Zwei-Zero, Ariel Vineyards and Surely. Sutter Home is listed as a broad incumbent. Bev (formerly Boisson) is listed as an others.
Does FRE Wines have an API?
No public API is recorded for FRE Wines.
What industry is FRE Wines in?
FRE Wines's product category is Non-Alcoholic Wine. Its primary akta.pro industry code is AFAFAAAJ, Alcohol-Free & Low-Alcohol Beer/Wine/Spirits Production, with a secondary code of AFAFAAAB, Wine Production & Winemaking. Its NAICS code is 31213 and its SIC code is 2080.