Noughty Non-Alcoholic Wine Up-specs Brand As It Prepares To Launch Elevated On Trade Bottles

NOUGHTY, the leading premium non-alcoholic wine brand created by British entrepreneur Amanda Thomson of Thomson & Scott has launched a rebrand of its still wine labels in a first move to enter the super-premium market with new elevated alcohol-free wine offerings later this year.

Noughty Non-Alcoholic Wine has led the charge with listings on some of the world’s top Michelin starred restaurants, 5-star hotels and stylish bars, including MOMA in New York, The Mandarin Oriental and Raffles OWO London.

The current portfolio is priced at $22 RRP in the US, but the company’s founder and creator of Noughty Amanda Thomson has created a more complex option for wine lovers looking for an even more refined non-alcoholic wine experience when out dining.

“We’ve proved that non-alcoholic wine can be uplifted from the traditional sub $10 bottom shelf position to one that sits comfortably alongside other quality alcoholic wine,” she says.  “I’m in the process of developing a couple of high-end options that we’ll look to launch later this year to offer consumers elevated premium quality wine from winemakers we’re working with, that are expertly dealcoholized to deliver elegance without the toxins.  It’s never been a more exciting time for us to venture into the higher price point bracket with elegant new bottles for the on trade specifically.”

The stunning, tactile new labels, launched this month, fall in sync with the brand’s original NOUGHTY Sparkling, which was the first bottle to be launched by the fast-growth British business in 2019 and quickly garnered praise from critics and wine lovers.  

It was described by the expert wine website jancisrobinson.com on its initial launch as, “hands down, the best alcohol-free sparkling wine I have ever tasted, and one of the best alcohol-free wines I've tasted overall.”  Florence Fabricant of The New York Times said of NOUGHTY ROUGE "Finally a non-alcoholic red wine you can bring to the party."

Since then, Thomson & Scott’s NOUGHTY wine portfolio has grown quickly to become the leading premium independent non-alcoholic wine choice in the international drinks industry.  It now sells in more than 40 countries with the U.S. being its biggest and fastest growing market.

The company launched its portfolio of still wines across 2022/23 with the most recent NOUGHTY Rosé – a Provence-style pale rosé still wine - joining NOUGHTY Rouge still red wine, and NOUGHTY Blanc still white wine.

The alcohol-free sparkling wines are 0.0% ABV and the dealcoholized still wines are <0.5% ABV.  Whilst the sparkling wines are produced in Germany from Spanish grapes from La Mancha, NOUGHTY still wines are grown, harvested and produced in Darling, South Africa.