Wine is changing.

Let’s Talk About What The Change Means — and, What It Makes Possible

Two people clinking glasses of white wine at an outdoor gathering, with others in the background.

People across generations are drinking differently — not just less, but smarter. Wine isn’t disappearing.

People across generations are drinking differently — not just less, but smarter. Wine isn’t disappearing. But the way we relate to it is. That’s not a threat. It’s an opportunity.

Honest ideas.

Sharp insights.

Real opportunities.

I started this blog to unpack what’s really happening in non-alcoholic wine — the culture, the business, and the taste. I’m not here to preach. I’m here to preserve what wine has always done best: bring people together. Now, we need new ways to do that — and new products, stories, and standards to match.

The Market’s Moving. Fast.

More customers want to enjoy wine without the consequences. Not just younger drinkers — professionals, parents, wellness-focused foodies, even sommeliers. And yet, the shelf often tells a different story: sugary blends, bland branding, or nothing at all. That’s not just a missed moment — it’s a missed market.

Here’s Why I Care — and Why I Write.

I co-founded Missing Thorn, a premium non-alcoholic wine crafted with Aaron Pott and Stephanie Honig. I’ve helped bring it to restaurants, retail chains, and curious consumers across the country. Before that, I built a leading marketing agency.

Now, I’m using this space to make sense of the shift — and help others do the same.

Black and white portrait of a smart business leader in the non-alc wine industry

What You’ll Get From This Site

A Clearer View of What’s Coming

Trends, blind spots, and real-world wins and flops — so you’re not guessing what’s next.

A Taste-First, Not Trend-First Perspective

NA wine has to taste like wine — not juice, not soda. And definitely not a compromise.

A Smart Case for Why This Matters

This isn’t a niche. It’s a new pillar of the industry — with real cultural and economic upside.

Stay Ahead of the Shift

Be the first to get sharp takes, real data, and fresh thinking on non-alcoholic wine and the future of drinking.

(No spam. Just insight.)

FAQs

  • Nope. This is a personal platform. I share what I’m learning from the inside — and call out what’s working (and what isn’t) across the category.

  • Retailers, sommeliers, chefs, DTC founders, journalists, curious drinkers. If wine matters to you — or used to — you’ll find something here.

  • Please do. I’m always open to conversations that move the category forward.