Sommelier Business Looks at Somm Role in the NA Wine Movement
Sommelier Business has published a fascinating article on the important role sommeliers are now playing in the growth and success of non-alcoholic wine in the marketplace with a lovely mention of Noughty in the mix.
So we've done a bit of analysis ourselves below:
Why Sommeliers Are Embracing the Rise of Non-Alcoholic Wine
As mindful drinking becomes a defining trend in hospitality, the role of the sommelier is evolving. No longer limited to traditional wine pairings, sommeliers are now curating experiences that include a new class of sophisticated beverages - non-alcoholic wine and premium alcohol-free drinks.
This shift reflects a larger movement. The No and Low Alcohol (NoLo) category is growing fast, driven by health-conscious consumers, younger generations, and a cultural focus on wellness. According to IWSR, and as we've previously reported, the no-alcohol sector is expected to see a 9% compound annual growth rate through 2026.
Sommeliers as Curators of Inclusive Taste
Today’s sommeliers are embracing this shift, expanding their expertise to include dealcoholized wines like Noughty, botanical drinks, and adaptogenic cocktails. Rather than seeing alcohol-free options as a threat to their craft, forward-thinking somms recognise them as an opportunity to elevate the guest experience.
At Noughty, we’ve worked with some of the world’s most innovative sommeliers to place our wines on top-tier menus - from high-end restaurants to exclusive events. Non-alcoholic wine pairing done right can be every bit as elegant and delicious as its alcoholic counterpart.
Redefining Pairings Without Alcohol
Without the warmth of alcohol, sommeliers are exploring new pairing principles based on texture, acidity, spice, and complexity. For example, Noughty Sparkling Chardonnay, our flagship bottle, pairs beautifully with seafood or creamy pasta, while our Sparkling Rosé pairs beautifully with dishes like ceviche or summer salads.
Luxury venues like Eleven Madison Park and The French Laundry are already offering expertly crafted non-alcoholic pairings - from kombuchas and clarified juices to premium alcohol-free wines like Noughty.
Language Matters: No More “Mocktails”
One key takeaway for sommeliers: how you describe these drinks matters. Ditch terms like “mocktail” or “just water.” Instead, use language that celebrates the craftsmanship: 'zero-proof cocktail', 'botanical spritz', or 'alcohol-free wine'.
The Bottom Line: It’s Time to Embrace Alcohol-Free Wine
Sommeliers have a vital role to play in the future of non-alcoholic drinking. By incorporating non-alcoholic wine into tasting menus and taking alcohol-free options seriously, they’re creating more inclusive, profitable, and exciting experiences for every guest.
At Noughty, we believe the future of wine is about flavour, not alcohol. And we’re proud to work with innovative sommeliers who are redefining what exceptional hospitality looks like - one delicious alcohol-free wine glass at a time.