Green talk often counts emissions. Catena also counts how people feel the next morning.
Drinks Business’ early-2026 conversation with Laura Catena on Domaine EdeM presents low- and no-alcohol wines as “people sustainability.” The project grows from Catena Institute science: N.0 Rosæ at 0% alcohol and Uco Stones around 7% aim for real wine character without the heavy night. The point is not to replace Malbec icons. It is to offer a third path between full-strength bottles and sugary RTDs that pretend to be wellness.
Mini-concept: dealcoholised or early-picked lower-alc wine still starts in a vineyard. The craft question is whether aroma and texture survive the process. Catena’s framing says moderation can be designed, not only preached — and that caring for drinkers is part of a sustainable brand.
For Gen Z navigating dry January energy all year, Domaine EdeM is an intentional shelf choice. You can keep the ritual of a nice glass without borrowing tomorrow’s focus. That is wine culture adapting, not surrendering to cans.
Keep one pattern: N.0 Rosæ 0%, Uco Stones ~7%, people sustainability — Catena builds moderation that still tastes like a decision.