In this Episode, Host Chris Maffeo talks to Luke Hemsley, founder of Wednesday's Domaine, who discusses how his alcohol-free wine brand addresses the twin challenges of awareness and appreciation in an emerging category.

Unlike beer and spirits, which have made significant inroads in the alcohol-free space, wine has lagged due to historical quality issues and consumer skepticism.

Rather than positioning against alcohol, Wednesday's Domaine focuses on creating a midweek wine alternative for food and drink lovers who might occasionally want the ritual of wine without its effects. Luke shares insights on their strategic focus on the off-trade (particularly independent retailers), creating a geographic concentration in specific neighborhoods, and making their product stand out on shelves without sacrificing sophistication.

The conversation explores how on-trade and off-trade create a circular relationship that builds category credibility, the pricing psychology of alcohol-free alternatives, and the founder's journey of knowing when to delegate versus when personal passion is irreplaceable.

Timestamps:

00:00 Introduction and welcome

01:25 Initial connections and origin story

03:10 Awareness and appreciation challenges

07:40 Positioning as midweek alternative

11:05 Consumers' relationship with alcohol-free options

15:30 Psychology of non-alcoholic choices

20:45 On-trade vs. off-trade strategy

26:20 Pricing and value perception

30:10 Independent retail and geographic focus

35:05 Product visibility challenges

38:40 Founder's journey and scaling

42:30 Final thoughts and contact information

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