Adult Non-Alcoholic Beverage Association Celebrates Noughty's Wine World Credibility

When I launched Noughty in 2019, there wasn’t really a roadmap.

Premium non-alcoholic wine barely existed as a category, consumers weren’t looking for it and, more often than not, people simply laughed at the concept of launching the firsast premium non-alcoholic wine brand.

But I came from wine and Champagne, so I knew where I wanted Noughty to belong.

Not on a separate “alcohol-free” shelf as a compromise, but alongside great wines, being poured in great restaurants, hotels and bars. 

That journey is captured in a new piece from the Adult Non-Alcoholic Beverage Association (ANBA), an organisation particularly close to my heart. I was one of its founding members, have served on the board for a number of years and also helped establish ANBA here in the UK.

The idea behind it was simple but important: this emerging category needed a collective voice, proper standards and a way for those of us building it to work together.

The new ANBA article looks at something that has always been fundamental to Noughty: we built our credibility in the wine and hospitality world before retail was ever really an option.

Today, seeing Noughty poured in Michelin-starred restaurants, five-star hotels and some of the world’s best hospitality venues still gives me an enormous thrill. Every one of those listings helps prove something I’ve believed from the beginning: choosing not to drink alcohol should never mean compromising on the experience of drinking great wine.

We’ve come a very long way since 2019. And what’s perhaps most exciting is that we haven’t just watched a category grow around us – we’ve had the privilege of helping to build it.

Click HERE to read the full article.