The MAFFEO DRINKS Podcast 099 | Luke Hemsley | Targeting Midweek Drinking Occasions With Wednesday's Domaine's Alcohol-Free Wine
May 20, 2025
Luke Hemsley, founder of Wednesday's Domaine, dives into the world of alcohol-free wine, focusing on creating a sophisticated midweek alternative for food lovers. He discusses the challenges of awareness and consumer perception in a market that historically prioritizes beer and spirits. Luke emphasizes the evolution of social drinking, advocating for the enjoyment of alcohol-free options in social settings. He also shares insights on strategic marketing, the importance of independent retailers, and the balance founders must maintain between passion and delegation.
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Awareness and Appreciation Key Barriers
- Awareness and appreciation are key challenges for the alcohol-free wine category.
- Increasing understanding and quality perception are essential for growth.
Non-Alcoholic Beer as Precedent
- Non-alcoholic beer once was laughed at but is now mainstream and widely accepted.
- This history parallels alcohol-free wine's potential trajectory for acceptance and appreciation.
Midweek Wine Alternative Positioning
- Wednesday's Domaine positions as a midweek wine alternative, not anti-alcohol.
- This approach aligns with consumers who want wine ritual without alcohol effects on certain occasions.