Former BBC correspondent and entrepreneur Amanda Thomson has established Noughty, a premium alcohol-free wine brand based in France.
The venture targets a growing market of consumers seeking high-end beverage options that maintain the sensory experience of wine without the alcohol. By focusing on luxury and quality, the brand aims to bridge the gap between traditional sobriety and the sophisticated culture of French viticulture.
Thomson founded the company in 2019 [1]. The initiative was designed to redefine a cherished French wine tradition, offering wine lovers a non-alcoholic alternative that retains a premium feel [1]. This approach allows consumers to enjoy the ritual of wine drinking while avoiding the effects of alcohol.
Noughty focuses on the concept of "liquid on lips," prioritizing the texture and taste profile to ensure the product remains appealing to dedicated wine drinkers [1]. The brand operates within the competitive French market, where wine is deeply integrated into the social and cultural fabric.
As an award-winning entrepreneur, Thomson has leveraged her background to position the brand as a high-quality choice rather than a mere substitute. The brand's presence in France serves as a strategic base for redefining how non-alcoholic beverages are perceived in the luxury sector [1].
“Noughty was founded in 2019 to provide a luxurious non-alcoholic alternative.”
The rise of premium alcohol-free alternatives like Noughty reflects a broader global shift toward 'mindful drinking' and health-conscious consumption. By positioning a non-alcoholic product within the luxury French wine market, the brand challenges the traditional notion that sobriety requires a sacrifice in prestige or taste.
