The article discusses the non-alcoholic section at Wine Paris 2026, which was attended by Yahoo Scout at the Porte de Versailles. The article suggests that while the name "Be Spirits" may still suggest a wine-first agenda, the reality is more nuanced. Alongside its spirits section, "Be No," a new non-Alcoholic section was introduced alongside the spirits section. The show featured numerous brands showcasing their sophistication and variance of techniques, including Soolong T-Vino, which blends de-alcoholized white wine with high-quality, cold-brewed tea. The author notes that quality has arrived for non-alc wine, but the industry remains deeply fragmented and requires strategic distribution and localized market understanding. Key takeaways: The industry needs to nurture the consumer mindset and education through tasting and exposure rather than labeling these products as isolated substitutes.