Fine Wine To Me Interviews Noughty Founder Amanda Thomson
Wine has a problem.
The wine trade still isn’t listening to the consumer.
In this episode of FineWineToMe – The Wine Business Podcast, Csaba Toth sat down with Amanda Thomson, Founder & CEO of Thomson & Scott Noughty - one of the most influential entrepreneurs in the modern wine world.
Amanda is widely credited with creating the world’s first premium alcohol-free wine brand, launching Noughty in 2019 and helping to build an entirely new category from scratch. This is not a tasting note episode. It’s a deep dive into consumer behaviour, brand building, innovation, and the future of wine. In this conversation, they cover:
- Amanda’s journey from BBC arts broadcaster to wine entrepreneur
- Why the wine industry struggles with innovation
- Building Noughty as a wine brand — not an alternative soft drink
- The role of personal brand in building trust at scale
- Why consumers are smarter than the wine trade thinks
- Pricing strategy in alcohol-free wine (and why comparison is flawed)
- The real cost of removing alcohol from wine
- Sugar, balance, and consumer expectations
- On-trade vs off-trade strategy and brand visibility
- Why alcohol-free wine is a category — not a trend
- What will make non-alcoholic brands survive when the bubble bursts
Amanda is refreshingly honest, unapologetically consumer-focused, and deeply thoughtful about where wine is heading next.
If you’re interested in wine business, brand strategy, entrepreneurship, innovation, or the low- and no-alcohol category, this episode is essential viewing.
Watch HERE on YouTube.
Listen HERE for Audio Only.