Elton John launches alcohol-free sparkling wine — leaning into the sober-curious moment
The singer’s sober-led launch offers a fun, festive option that caters to the rising demand for alcohol-free choices in social settings.
Elton John is a renowned British singer, songwriter, and pianist who has won multiple Grammy Awards. Known for his colorful personality and impressive stage presence, he is one of the most successful singers and songwriters of his time.
In January 2026, Elton, along with his husband David Furnish, launched another venture beyond his music career: a non-alcoholic sparkling wine called Elton John Zero. The announcement comes at a time when many young adults are choosing not to drink alcohol as much as in the past, and non-alcoholic drinks are becoming increasingly popular at parties and social gatherings.
About John’s new alcohol-free sparkling wine
Elton John Zero is a non-alcoholic sparkling wine that resembles Blanc de Blancs but without alcohol. It is designed for people who want to enjoy a refreshing but non-alcoholic beverage. “Created for people who live life to the full, it brings a touch of sparkle to every occasion – from intimate nights in, to big nights out and everything in between,” says Elton.
The drink is crafted using an innovative process that allows flavour, texture, and character to develop fully, without generating alcohol at any stage.
“The result is a refined, celebratory sparkling drink that stands on its own. Zero alcohol. Nothing taken away.” Said Elton.
The drink has a refreshing and crisp taste, with tiny bubbles that make it feel lively and clean. It’s designed to be more like a traditional sparkling wine instead of a sugary soft drink. Elton John says he finds it boring to drink water all the time, especially at gatherings. To address this, he introduced a drink that allows everyone at the table to have the same choice, whether they prefer alcohol or not.
David also added that they were surprised by how it tasted exactly like the real wine, but without the alcohol. “Something different, something elevating. Something that lifted your spirit,” he added.
The bottle features a rich blue color and the classic star logo linked to John’s popular “Diamonds” album. The design aims to match the look of regular sparkling wine bottles, making it feel right at home on any shelf.
Elton John Zero is a fantastic choice for anyone looking for a drink other than water while trying to stay sober. As Elton puts it, “You want to raise a toast to someone, toasting with water, it just doesn’t do it.”
This drink is great for anyone who wants to offer a tasty beverage that everyone can enjoy together. You can currently find it in Sainsbury’s stores across the United Kingdom and online, and plans are in place to introduce it in other markets too.
Why does it matter
Drinking habits among young adults in the United States have been declining over the years. The percentage of U.S. adults who say they consume alcohol has fallen to 54%, the lowest by one percentage point in Gallup’s nearly 90-year trend. Many believe this change is due to concerns about health and mental well-being, as well as shifts in social behavior.
Because of recent changes, non-alcoholic drinks are now more popular and are not just for a small group of people. Many adults still enjoy going to parties, dinners, and celebrations, but choose not to drink alcohol. This change has increased demand for drinks suitable for any occasion, especially when celebrating with friends.
Elton John has openly talked about the struggles he faced with addiction throughout his life and how it significantly affected him. After going through a tough time, he has managed to stay sober for almost thirty years now. This remarkable transformation not only speaks to his resilience but also adds a personal touch to his alcohol-free drink brand. His commitment to living a healthier and more satisfying life is reflected in this brand, which resonates with many people and shares a heartfelt message about his journey.
