Amanda Thomson, founder and CEO of Noughty, is producing premium alcohol-free wine designed to appeal specifically to traditional wine drinkers.
The move reflects a growing global shift toward non-alcoholic alternatives that do not sacrifice the taste or quality of high-end wines. As consumer preferences evolve, the demand for sophisticated beverages that mirror the experience of alcohol without the effects has increased.
Thomson said the company's approach during an interview broadcast by France 24 on May 19, 2026 [2]. Noughty focuses on creating a product that is high-quality and appealing to those who typically enjoy wine but seek an alcohol-free version.
The company was founded in 2019 [1]. Since its inception, Noughty has worked to position its offerings as a premium choice in a market often dominated by lower-quality substitutes. The goal is to provide wine lovers with a viable alternative that maintains the complexity, and profile, of traditional vintages.
This strategy targets a specific segment of the beverage industry where the gap between traditional wine and non-alcoholic options has historically been wide. By focusing on the "premium" aspect, the company aims to attract consumers who are health-conscious or choosing sobriety but are unwilling to compromise on the sensory experience of wine.
The expansion of the non-alcoholic wine market suggests a broader trend in the food and beverage sector. This shift is driven by a combination of health awareness, and a desire for inclusive social drinking options that do not involve alcohol.
“Noughty produces premium alcohol‑free wine that is marketed as appealing to traditional wine drinkers”
The rise of premium non-alcoholic wines indicates a maturation of the 'sober curious' movement. Rather than treating alcohol-free options as niche health products, companies like Noughty are treating them as luxury goods, suggesting that the industry sees a permanent shift in consumer behavior toward moderation and health-conscious luxury.
