Episode notes
“When you’re bored of saying it, that’s when people are just starting to hear it.”
In this episode, Luke Hemsley shares the honest story behind building Wednesday’s Domaine - an alcohol-free wine brand on a mission to preserve ritual without compromise.
We get into:
- Why non-alcoholic wine has lagged behind beer & spirits
- The messy early days (and the accidental rosé that turned into a bestseller)
- What bigger players are getting wrong - and why that’s changing
- International growth, category resistance, and why patience is a brand-building superpower
If you’ve ever wondered why wine is so culturally loaded - and how you might build something credible in a space full of sceptics - this one’s for you.