Bottega expands choices for mindful travelers
This is a special feature from the September 2026 IFSA Global EXPO issue of PAX International, on page 42.
Sandro Bottega, President, Bottega
Consumer habits are evolving rapidly, driven by a growing focus on moderation, wellness and more flexible drinking choices. As Sandro Bottega, President, Bottega, tells PAX International, younger generations, particularly Gen Z, are reshaping the beverage landscape by embracing a more balanced approach to alcohol consumption and seeking products that can suit a wider range of social occasions.
He says this shift is fueling the growth of both the no-alcohol and low-alcohol categories. Rather than giving up social experiences, consumers are increasingly looking for alternatives that allow them to enjoy moments while drinking more consciously. New trends such as “soft clubbing,” where social gatherings and entertainment are no longer centered exclusively around alcohol, reflect this changing mindset and are creating opportunities for innovative beverages.
At the same time, new consumption occasions are emerging.
“One example is the growing popularity of the tardeo, the late-afternoon social ritual that bridges the gap between work and dinner,” Bottega explains. “These occasions favor light, fresh and more versatile products, often characterized by moderate alcohol levels and an accessible drinking style.”
In response to these trends, Bottega continues to expand its portfolio with products that combine quality, innovation and versatility. Bottega 0, available in white and rosé versions, offers an alcohol-free sparkling alternative made from grape must rather than dealcoholized wine, meeting the needs of consumers who seek the ritual and joy of sparkling wine without alcohol.
Elixir Amaro 0% completes Bottega’s non-alcoholic line as a herbal bitter inspired by traditional Italian Amari
The increasing interest in moderation is also supporting demand for low-alcohol options. In this context, Bottega’s Petalo On The Rocks offers a contemporary interpretation of sparkling wine consumption.
Produced from Moscato grapes, it stands out for its delicate bubbles, floral aromas and naturally moderate alcohol content. Its signature serve recommends pouring Il Vino dell'Amore Petalo Moscato over ice and garnishing with a slice of orange, creating a refreshing and easy-drinking aperitif.
Smaller formats, particularly in travel retail and onboard channels, are also important. Compact packaging combines convenience, portion control and premium positioning. Bottega's 20 cl Birilli bottles embody this evolution, offering a practical and distinctive format that enhances accessibility while maintaining a premium experience.
As consumer expectations continue to evolve, moderation, flexibility and convenience are becoming key drivers of choice.
“Through no-alcohol alternatives, low-alcohol propositions and innovative formats, Bottega continues to interpret emerging trends while remaining faithful to its core values of quality, authenticity and innovation,” Bottega says.
