La Marca Non-Alcoholic Sparkling: America's #1 Sparkling Brand Goes Alcohol-Free

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The biggest name in American sparkling wine just popped a bottle with almost nothing in it — alcohol-wise, at least. On October 28, 2026, La Marca announced La Marca Non-Alcoholic Sparkling, the first non-alcoholic product in the brand's history. It is crafted in Italy from carbonated de-alcoholized wine at less than 0.5% ABV, priced at a suggested $18.99, and rolled out nationwide just as the holiday party season begins.

Why This Launch Matters

La Marca is not a niche label experimenting at the margins. It is America's #1 sparkling wine brand, the light-blue label that anchors supermarket Prosecco shelves from coast to coast, and it has been growing — up 4.5% to about 3.5 million cases in the U.S. last year, according to Impact Databank figures reported by Shanken News Daily. When the category leader decides that an alcohol-free sparkler belongs in the line, it is a statement about where celebration drinking is heading.

The brand's own math tells the story: more than 90% of non-alcoholic beverage buyers also purchase alcohol. This is not about drinkers quitting; it is about the same person wanting a proper glass in hand on the nights they are moderating — the "zebra striping" pattern of alternating between alcoholic and alcohol-free pours. La Marca is selling flexibility, not abstinence.

How It Is Made — and What It Tastes Like

The wine starts in Italy with the same regional fruit behind the brand's regular bottlings — La Marca is a cooperative of some 5,000 winegrowers farming roughly 35,000 acres in the Veneto, based in Treviso, the heart of Prosecco country. The finished wine is dealcoholized at a low temperature, a gentler process intended to preserve its fresh, fruit-forward character, and then carbonated to restore the sparkle.

In the glass, expect the house style in outline: notes of crisp apple, white peach and delicate citrus, with refreshing acidity and lively bubbles. One telling detail is on the label itself. It reads "Non-Alcoholic Sparkling" — not Prosecco. Dealcoholized wine cannot carry the Prosecco DOC name, and the small print describes it honestly as a "carbonated beverage made with dealcoholized wine." The look, though, is pure La Marca: the signature aqua blue, now framing a white label with a silver-white foil capsule.

Built for the Holiday Table

The timing is no accident. A late-October launch lands the bottle on shelves for Thanksgiving, Christmas and New Year's Eve — the three occasions where the toast matters more than the proof — with Dry January waiting right behind them. At $18.99, it sits a step above the everyday Prosecco's usual shelf price, positioned as a deliberate purchase rather than an afterthought, and it is sold through the same wine retailers that carry the rest of the portfolio.

For hosts, the pitch is simple: one bottle style on the table that everyone can raise. For the brand, it is a hedge and an expansion at once — the crown logo stays in the picture even on the nights the alcohol stays out of it.

FAQ

Q: Is La Marca Non-Alcoholic Sparkling completely alcohol-free?
A: It contains less than 0.5% alcohol by volume, the standard legal threshold for non-alcoholic beverages in the U.S. (the same standard as non-alcoholic beer). It is real wine that has been dealcoholized at low temperature and then carbonated — not grape juice or a wine-flavored soda.

Q: Where can I buy it, and how much does it cost?
A: It is available nationwide at retailers that sell wine, with a suggested retail price of $18.99. As with the rest of the La Marca line, actual shelf prices vary by store and state.

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