E.70 It Is Now Considered Socially Acceptable To Opt For Non-Alcoholic Wine With Wednesdays Domain

This week we are joined by Luke Hemsley the Founder of Wednesdays Domain the premium Non-Alcoholic Wine brand. We have seen a huge rise in the last couple of years in the no and low alcohol space, we have non-alcoholic spirit brands such as Clean Co which is leading the way in the spirits section, Lucky Saint is doing some impressive things in the beer world, but wine was definitely being left out until Wednesdays Domain came along. There is something really romantic about choosing a bottle of wine to have with your dinner or to take over to a friends house, it is the branding, the bottle itself, what you will pair it with, the conversations you will have with it and so on. There is a lot more to it other than the actual wine itself and that is exactly what Wednesdays Domain is playing on with their de-alcoholised red and white wine.

The idea came to Luke during the Pandemic, where like many of us Luke returned to his parents house which resulted in the drinking of a lot of wine. This unsustainable habit made Luke realise that although he really enjoyed sitting around the table chatting and drinking with his family at the end of the day, the headache the next morning wasn't really ideal when he had to work. This gave Luke the idea to look for non-alcoholic alternatives to which in the wine category there were very little, this is when Wednesdays Domain was born.

I think as consumers we are becoming increasingly aware of our health and performance and therefore having brands such as Wednesdays Domain create non-alcoholic alternatives where we can dip in and dip out of drinking is really exciting.

Luke and I discuss the following topics;

• His journey to coming up with the idea for Wednesdays Domain
• The process of making de-alcoholised wine
• The flavour profiles that he had in mind for the white and the red
• The no and low market and the increase in the rate of adoption from consumers
• The health benefits of non-alcoholic wine
• Their target market
• The similarities between flexitarian and opting for non-alcoholic
• Luke's journey to cutting back on wine

If you are looking for a great tasting non-alcoholic wine head to https://wednesdaysdomaine.com/

This episode was hosted by Georgia Symonds and produced by Maisie Peppitt

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