Dry January is in full swing, and for many, that means swapping out the usual vino for something a little more... virtuous. We 'sat' down with founder of leading non-alc wine brand Wednesday's Domaine, Luke Hemsley to chat about what makes his wine stand out, his love for Veneto’s finest, and why asking your local wine shop for recommendations is a power move.
The Occasion Matters
For Luke, drinking—whether boozy or booze-free—is all about the occasion. “It's really about your willingness to engage with what you're drinking,” he tells us. And that’s a big part of what Wednesday’s Domaine is trying to do: make non-alcoholic wine something you want to drink, not just something you settle for.
He’s also no stranger to a proper fine wine moment. One of his standout experiences? A night at The Drapers Arms, where he and some lucky pals sat around a big table, feasting on great food and tasting through ten different bottles. If there’s one thing we can get behind, it’s a wine-fuelled (or, in this case, wine-inspired) evening with good company.
A Love for Italian Wines
Luke has a soft spot for Northern Italy, particularly Veneto. “I'm a sucker for anything coming out of there,” he admits. Soave and its crisp, mineral goodness? Yes, please. But he’s also a fan of Sicily’s Frappato, a light, juicy red that deserves way more attention than it gets.
Pro Tip: Talk to Your Wine Shop Pros
One of Luke’s biggest pieces of advice? Don’t be shy when you’re in a wine shop. “These people are hugely knowledgeable, and they're dying to share that knowledge,” he says. And he’s right—wine people love talking about wine. So next time you're browsing, ask for recommendations. You might just find a new favourite.
The Perfect Sip
Luke’s best-ever wine moment? Sipping a beautiful white Rioja from Akemi on a beach in Devon. “It couldn’t have been more perfect,” he says. And honestly, isn’t that what wine is all about? Finding the right bottle for the right moment and just enjoying it.
So, if you’re dabbling in Dry January—or just fancy something different—Wednesday’s Domaine might be the refreshing change your wine rack needs. Who says you need alcohol to have a proper wine moment?