We recently spoke to Luke Hemsley, founder of Wednesday's Domaine, to chat about his journey into the world of alcohol-free wine. It all started during COVID-19 when, like many of us, Luke found himself having a drink most evenings. On a quest to find an alcohol-free alternative, he realized the supermarket shelves offered little in the way of quality options. This gap in the market inspired him to create something he actually wanted to drink.
The Alcohol-Free Wine Revolution
Over the past few years, the alcohol-free wine market has exploded. "Five years ago, the options were limited, and the quality was pretty poor," Luke explains. "Now, there are loads of choices out there, but our goal was always to create something that doesn't feel like a compromise."
Wednesday's Domaine approaches de-alcoholisation with a meticulous process. Luke shared some insight into how it works: full-strength wine is passed through a series of columns and processes that extract different elements while maintaining the core qualities of wine—just without the alcohol.
Challenges and Changing Perceptions
Of course, creating high-quality alcohol-free wine isn’t without its challenges. "Challenges come thick and fast most days," Luke admits. "But the biggest challenge is acceptance—both from the trade and consumers." Historically, alcohol-free wine has had a bit of a bad rep, but that’s changing.
"People are starting to realise that their customers want alcohol-free options, and if they don’t offer them, they’re going to get left behind," Luke says. As brands like Wednesday’s Domaine continue to raise the bar regarding quality, the alcohol-free category is gaining momentum.
Looking Ahead
With a growing demand for sophisticated alcohol-free options, Wednesday's Domaine is leading the charge in changing perceptions and providing a genuinely enjoyable alternative. Whether you're cutting back on alcohol, embracing a sober-curious lifestyle, or simply fancying a decent glass of wine without the buzz, Wednesday's Domaine is proving that alcohol-free can still mean full of flavour.
Purchase your non-alcoholic wine-tasting kit today at Tiny Wine!