Coinciding with the anniversary of its founding in 1850, Casa Gancia presents a novelty designed for today’s consumers: an alcohol-free ready-to-drink aperitif. Under the name Gancia Cero, this new product joins the global trend of alcohol-free beverages, such as mocktails and low-impact drinks, marking a further step in the brand’s evolution.
Gancia is an alcoholic beverage brand originally from Italy, but with a strong presence in Argentina, where it has become a classic national aperitif. Its best-known product is Americano Gancia, an aperitif-type drink based on white wine, aromatic herbs, and sugar. Now it is presented in this alcohol-free format.
The context is favorable: the non-alcoholic beverage market shows sustained growth. According to IWSR figures, between 2022 and 2024 more than 61 million people globally opted for this type of product, especially among younger consumers. In Latin America, the sector is estimated to reach a value of over 141 billion dollars by 2032, with a growth rate of 6.4% per year.
Beyond the statistics, the change is also perceived in consumption habits. The aperitif is no longer reserved only for evenings or weekends. Gancia Cero proposes to integrate into new occasions: lunches, work breaks, or relaxed dinners, without giving up the classic flavor. The product is presented in a 473 ml can and is already available in supermarkets and self-service stores in Argentina, with an approximate price of $1,800 Argentine pesos (€1.21).
The development has been carried out together with Ball Corporation, a can supplier to the Cepas Group for more than two decades, which promotes the use of aluminum due to its high recyclability.
“Gancia Cero is designed for an increasingly conscious consumer, who is looking for responsible options without sacrificing enjoyment,” Baccile concluded.
