The non-alcoholic wine category has rapidly matured over the last few years, moving from niche to mainstream as consumers embrace wellness, moderation, and choice. At the forefront of this shift is Zeno, a UK-based producer that just earned Non Alcoholic Wine Producer Of The Year, topping the charts with consistency across multiple entries.

In conversation with Sid Patel, Founder of Beverage Trade Network and the London Competitions, David Hodgson, co-founder of Zeno, unpacks the brand’s journey, the rise of the “zebra striping,” and why quality and authenticity are key to unlocking repeat consumption in the no-and-low segment.

Edited excerpts from the interview.

First off, congratulations on winning Non-Alcoholic Beverage Producer of the Year. What did that recognition mean for you and the team at Zeno?

Thank you, Sid! It was a fantastic moment for us. Winning four golds and the overall Producer of the Year award was the highlight of our year. As a young brand in an evolving category, this consistency validated the work we’ve put into making alcohol-free wines that are truly enjoyable without compromise. Recognition from a panel of expert judges adds credibility, not just for us but for the whole non-alcoholic wine movement.

Let’s dive into this concept of “zebra striping.” What does that mean in your philosophy?

The “zebra stripers” are really the mainstream now. About 70% of consumers who drink alcohol-free beverages still also consume alcohol. Zebra striping is about alternating — sometimes within the same occasion, sometimes across days or weeks. For example, someone might choose alcohol-free wine during the week for productivity and wellness, and traditional wine over the weekend. It’s about freedom of choice without compromise.

If you had to describe target personas for alcohol-free wine, what are the key ones you see?

When we started three years ago, the conversation around alcohol-free was very clinical—tied to sobriety or abstinence. And that's what created stigma. But around last year, the narrative shifted toward lifestyle and wellness. Our core consumers now are mindful drinkers: professionals who want balance, health-conscious millennials, and social drinkers who don’t want to feel excluded. The appeal is broadening because the quality has improved dramatically—people taste Zeno and say, “Is this really alcohol-free?” It's this reaction that drives adoption.

You yourself gave up alcohol six years ago. Does that influence Zeno’s positioning?

Absolutely. I spent 25 years in the traditional wine trade and loved it, but as I entered my 50s, I wanted to feel better physically and mentally. That inspired me and my co-founder, Will, to close the “compromise gap.” We asked: why can’t alcohol-free wines be made for enthusiasts? Will still moderates, so together we balance authenticity with inclusivity. Our goal is no-compromise, aspirational alcohol-free wines that stand proudly alongside traditional bottles.

Big players like Heineken or Guinness can offer both alcoholic and alcohol-free products. How do smaller brands like Zeno compete with such giants then?

The big players perform an important role—Guinness 0.0, for example, is an excellent product that elevates the whole category. Their scale and marketing budgets help drive visibility and normalize alcohol-free choices. For us, the opportunity is to focus on quality, storytelling, and a premium, no-compromise experience. We add depth and credibility for consumers who want more than just an alternative.

Let’s talk marketing. How do you reach this moderation crowd through digital or social media?

We see it as an opportunity to flip the traditional script. Instead of telling people our vineyard story, we focus on their story—how Zeno fits into their lifestyle. Social media is key, so we invest in in-house videography and content creation. Our “zebra striping” campaign shows consumers how alternating between alcohol-free and alcoholic options is empowering, modern, and stylish. THe most important thing to remember here is that it’s all about inclusivity, not exclusion.

And what about the trade? How do you convince buyers to take you on and hand-sell less?

Trade is critical, especially as every market is at a different stage of awareness. One bottleneck has been regional distribution, where buyers weren’t convinced alcohol-free could drive sales. But alcohol-free offers a new revenue stream. Our job is to build their confidence through sampling, training, and quality assurance. Forward-thinking operators like the Ritz are now creating curated low-and-no lists—Zeno is proudly on theirs. Similarly, we’re working with Fuller’s Pub Group to train front-of-house staff, helping them recommend Zeno with confidence.

Some operators are cautious, worried that pushing alcohol-free will cannibalize alcoholic sales. What’s your take?

That fear exists, but the data shows alcohol-free is additive, not cannibalising. Consumers want options, and offering Zeno makes them feel included rather than excluded. That creates loyalty and repeat visits. The evolution from stigma to inclusivity is happening quickly—today holding a glass of alcohol-free sparkling at a party is seen as being part of the ritual, not sitting on the sidelines.

Final Word

Zeno’s success at the London Competitions highlights both its own quality-driven approach and the broader momentum behind non-alcoholic wine. By focusing on the zebra customer, building no-compromise products, and leaning into both lifestyle marketing and trade confidence, Zeno is helping shape the future of mindful drinking.

As Hodgson puts it: “It’s about giving consumers freedom of choice and making sure they never feel like they’re compromising on taste or experience.”

Header image sourced from Zeno Wine.