Australian zero-alcohol wine Not Guilty is looking to resonate with booze-shy Gen Z consumers by taking the stuffiness out of the category. “The interest in and demand for non-alcoholic wine is only growing, with significant potential among younger generations,” says Grant Pittam, president of Malinda Wines, the brand’s exclusive distributor in Canada.

He cites recent Leger data that 27% of Canadians in the Gen Z audience – Not Guilty’s target demographic along with younger millennials – identify as non-drinkers.

Pittam tells strategy that Australian non-alcoholic-beverage drinkers are largely beer focused with very few informed about wine options. And while Canada has more history with non-alcoholic wines than Australia, he says there is still room for consumer awareness to grow.

One of the avenues to drive trial is at the LCBO, where Not Guilty is part of a “small, but growing de-alcoholized portfolio.” Its push for better visibility includes enrolment in the Aeroplan points program and end-of-aisle displays at select stores.

“We have had successful store tastings with LCBO staff, and are looking to roll this out to other LCBO stores as part of their enhanced tasting program,” Pittam says, adding that grocery store tastings have also helped grow consumer engagement.

Pittam says such connections will position Not Guilty as a champion of non-alcoholic enjoyment. “A fun experiment would be a blind tasting of several drink options – think something along the lines of the ‘Pepsi Challenge,'” he says.

Not Guilty eschews traditional design to focus on innovative packaging and overall brand experience. It’s less interested in “converting” conventional wine drinkers than it is in encouraging mindful drinking and having fun, Pittam explains. “A core element of Not Guilty branding is to take the ‘stuffiness’ out of wine and go back to the simple notion that wine should be fun.”

Consumers can expect to see the brand’s mascots, like the French bulldog pictured above, on billboards, in bus ads and at interactive events, Pittam says.

Collaborations with wine lovers, wellness advocates and lifestyle influencers, as well as foodies, restaurants and high-performance athletes, are at the core of a Canadian media strategy focused on community engagement, Pittam says.

Social media also plays a key role with popular Instagram and TikTok users proving instrumental in introducing the brand to Gen Z.

Additionally, Not Guilty is collaborating with top Canadian wine voices who help spread the word through tasting notes across TV, podcasts and social platforms.

While Not Guilty’s first B2C launch was in the U.K., the company realized there was potential for a much broader audience after launching in Canada and adjusted its B2C and B2B positioning strategy.

It has a marketing team in Canada and partners with Toronto-based Reicura for public relations, branding, marketing and social media.

Not Guilty has a retail presence in Ontario, where its Pinot Grigio is available through the LCBO, in British Columbia and Alberta, at Save-On-Foods and London Drugs and online through Upside Drinks.