Non-alcoholic wine brand adopts ‘stunning’ new look

Noughty, which launched in 2019, is updating the branding of its still wines and teasing new products to meet a growing market for premium drinks options without alcohol. In the fast-moving non-alcoholic drinks market, recently described as undergoing “a transformative period of growth”, agility is no bad thing. Opportunities require adaptation and that is certainly the case for Noughty, which is relaunching its still wines. The new design brings the range's look in line with its first product, a non-alcoholic sparkling wine, while targeting further listings in the super-premium on-trade The new design has a modern style, with distinctive typography, tactile elements and metallic details for a premium look. The wines retail around £10-12 in the UK off-trade (on-trade prices vary) and so the redesign intends to connect them to a customer willing to spend for quality. “We’ve proved that non-alcoholic wine can be uplifted from the traditional sub-£5 bottom shelf position to one that sits comfortably alongside other quality alcoholic wine,” explains Amanda Thomson, founder and creator of Noughty. With renewed branding, described as ‘stunning and tactile’ by the team, Noughty intends to sit proudly alongside premium alcoholic wines in bars, restaurants and hotels. The branding refresh will also lay the groundwork for the future growth of the portfolio. Thomson teases: “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 dealcoholised 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.”

Building a quality brand

Since its launch in 2019, emphasising quality has been a key tenet of the Noughty brand. Even as it has grown rapidly, the brand has consistently targeted premium channels and the endorsement of tastemakers. The product with which it launched, Noughty Sparkling, has led the way in that regard. The 0.0% ABV fizz, made in Germany with grapes sourced from La Mancha, Spain, soon gained accolades and praise. Notably, it earned praise from Tamlyn Curran, writing for jancisrobinson.com, who described it as “hands down, the best alcohol-free sparkling wine I have ever tasted”. Still wines, meanwhile, followed in 2022 and 2023. Noughty Rouge and Noughty Blanc launched initially, later joined by the Provence-inspired Noughty Rosé. Production for all the still wines, from vine to de-alcoholisation, takes place in Darling, South Africa. Since the launch, Noughty has quickly expanded into more than 40 countries, with the US as its largest and fastest growing market. The brand has already seen notable growth in the super-premium sector, with listings in the Mandarin Oriental Group, MOMA in New York and Raffles OWO London.