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Josh Cellars is a household name in U.S. wine aisles, but its first foray into alcohol-free bubbly has stumbled. In a recent tasting of nine no- and low-alcohol sparklers, the brand’s new release finished at the bottom — a notable result as more drinkers seek zero-proof alternatives this season.
Where expectations and reality diverged
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Josh Cellars has built a reputation for accessible, crowd-pleasing wines and a loyal following online. That made the launch of a bottled, Italy-made non-alcoholic sparkling in June an event many shoppers watched closely. Still, familiarity with a label doesn’t guarantee success when the product category shifts from fermented to de-alcoholized styles.
The tasting panel found the wine’s aroma and flavor profile pulled sharply toward overt sweetness rather than the bright fruit suggested by the brand. On the nose, judges detected strongly sugary notes — likened to marmalade and candy-like grapes — which set the tone for the sip. Once tasted, the beverage registered as overly sweet and, at times, medicinal on the finish.
Key facts at a glance
- Tasting result: Last place among nine non-alcoholic sparkling wines in a recent blind tasting.
- Flavor profile: Pronounced sweetness on the nose; palate described as cloying with a medicinal edge.
- Sugar content: Contains approximately 10.6 grams of added sugar, more than double most competitors in this lineup.
- Availability and price: Found at major retailers — around $14.99 at one national chain and about $12.09 at a large wine retailer at the time of checking.
- Alternative: Our top non-alcoholic sparkling pick remains Bolle Blanc De Blancs.
Why the sugar level matters
For shoppers choosing alcohol-free options, sweetness level is a central consideration. Producers often add sugar to compensate for flavor lost when alcohol is removed, but excessive sweetness can mask varietal character and leave an artificial aftertaste.
In this case, the panel pointed to the wine’s added sugar as the main structural problem: it both dominated the aromatics and pushed the palate toward an unbalanced finish. That made it stand out — and not in a good way — against other bottles in the tasting that aimed for fresher, drier profiles.
Retail feedback and next steps
Retail listings and consumer reviews mirror many of the tasting impressions: mixed to negative comments about sweetness and overall enjoyment. Price-wise, the bottle sits within an accessible range for a 750-ml release, which may prompt some buyers to try it despite critiques.
Importantly, this is a new product for the winery. Industry insiders and tasters often expect iteration after a first release in a new category. One reviewer noted they’d be willing to revisit the bottle if future versions dial back the sugar.
For readers shopping today: check labels and reviews before buying a zero-proof sparkling. If you prefer drier, more restrained bubbles, consider alternatives rather than relying on brand recognition alone.
