Music legend Sir Elton John has made a spirited entry into the growing non-alcoholic drinks sector, launching his own zero-alcohol 'sparkling wine' in partnership with Benchmark Drinks. Priced at £10 and available at Sainsbury's, the new product is set to compete directly with other celebrity-backed brands, most notably the successful range from pop icon Kylie Minogue.
The Story Behind the Sip
The inspiration for the venture stems from Sir Elton and his husband David Furnish's personal journey and love of entertaining. After Sir Elton overcame a well-documented battle with alcohol addiction and stopped drinking in 1990, and Furnish followed suit in 2014, the couple found a gap in the market. As avid hosts of lavish events, including their famous annual Oscars party, they missed the presence of a quality non-alcoholic Champagne alternative at their gatherings.
To create their drink, they turned to Benchmark Drinks, the company responsible for developing wine ranges for celebrities like Kylie Minogue, Gary Barlow, and Graham Norton. Kylie's venture has proven particularly successful, with her wines now sold in 36 countries and over 21 million bottles sold globally.
What's in the Bottle?
Legally, the product cannot be labelled as 'wine' under UK and EU law, as it does not undergo fermentation. It is therefore officially a 'drink'. It is crafted from northern Italian Chardonnay grapes which are treated with a special yeast that does not produce alcohol. To mimic the structure of traditional wine, green tea extract is added to provide tannin-like notes, and carbonation creates the bubbles. The bottle's design pays homage to the artwork of Sir Elton's Diamonds Greatest Hits album.
The Celebrity Taste-Off: Elton vs. Kylie
In a head-to-head comparison, both drinks were put to the test. Elton John Zero Blanc de Blancs 0.0% presents as very pale with aromas of ripe peach, jasmine, and honeysuckle. On the palate, it offers flavours of peach, apricot, and fresh pear with a lime-zesty finish, despite containing 35g/l of residual sugar.
Its competitor, Kylie Minogue 0.0% Alcohol Free Sparkling Rosé, is a bubblegum pink drink with a nose of ripe strawberries and green tea. It tastes of pomegranate, watermelon, and strawberry, with a 36g/l residual sugar content that is noted as not being cloying. Its finish is dominated by green tea and strawberry sherbet notes. At £6.25, it is notably cheaper than Sir Elton's offering.
The Final Verdict
While the tasting concluded that neither drink could be mistaken for traditional wine, both were deemed well-made and pleasant options for those looking to moderate their alcohol intake. They represent a significant improvement over many overly sweet alcohol-free wines previously on the market. For consumers seeking vibrant, fruity flavours without the alcohol, both celebrity-backed drinks offer a credible alternative, perfect for practices like 'Dry January', 'Bookending', or 'Zebra Striping'.
The launch underscores a significant trend towards quality non-alcoholic alternatives in the UK, driven by changing consumer habits and high-profile endorsements.
