Oxidative coupling of alcohols using methanol and ethanol, which can both be made renewable, is an attractive route to produce acrolein (propenaldehyde) in a single-step process. Currently acrolein is produced by direct oxidation of fossil propylene, and catalytic double dehydration of glycerol has been also investigated up to pilot scale. Although glycerol is an attractive feedstock, it suffers of several drawbacks. Addressing the limitations of both routes, the oxidative coupling of alcohols combines an exothermic oxidation and cross-aldolization. The best performing catalysts so far combine redox and acid/base sites. Reviewing the academic and patent literature, the present paper also addresses the economic analysis, to highlight the potential of this reaction at a yield from 70%, and at two different plant scales. The analysis has been made to guide further research, with the remaining technical problems to solve. Improved selectivity contributing to reduce the amount of equipment and the investment cost should be the prime target.