In the nuanced art of winemaking, Aaron Pott has once more challenged the norm by taking the alcohol out of wine while keeping its tradition intact. This isn’t just about removing alcohol but redefining the entire wine-drinking experience to suit modern sensibilities without losing the soul of what makes wine special.
Aaron Pott’s journey into the world of wine began with a serendipitous childhood encounter—a French waiter swapped Aaron’s request for milk with wine, planting the seed for his lifelong passion. Over time, Pott honed his craft with esteemed labels, eventually channeling his expertise into non-alcoholic wine with the launch of Missing Thorn, alongside Stephanie Honig.
The concept of Missing Thorn was born from a simple kitchen chat about the rise of non-alcoholic drinks. They envisioned a wine that preserves the depth and complexity of traditional wines but without alcohol. Pott’s efforts have resulted in alcohol-removed wines that maintain the integrity of their counterparts, distinguishing themselves in the growing market of non-alcoholic beverages.
According to Pott, selecting wines that retain their character after alcohol removal is key: ‘Not all wines de-alc well,’ he shares. Missing Thorn takes no shortcuts, tasting hundreds of wines to find those that meet their high standards. This meticulous selection process is critical to offering a product that feels like true wine without its downsides.
Where Missing Thorn truly shines is in enhancing celebrations by allowing people to enjoy wine without hangovers or negative health effects. It speaks to a lifestyle that values health and inclusivity, being vegan, gluten-free, naturally made, and low in calories and sugar. ‘Missing Thorn is about inclusivity,’ says Honig, emphasizing its role in modern social rituals.
As the preference for non-alcoholic beverages grows, so does the market for Missing Thorn. This trend is driven by a noticeable shift in drinking habits, with younger generations leading the charge towards mindful consumption. Data shows a remarkable increase in the sober-curious movement among Gen Zers and millennials, further cementing the demand for quality non-alcoholic alternatives.
Missing Thorn’s success is evident, already featured in major venues from Napa Valley to New York. Its inclusion on the menu at places like Fleming’s Steakhouse underscores its growing popularity. This reflects a broader cultural shift where alcohol moderation is becoming mainstream, and wines like Missing Thorn are meeting this emerging consumer demand.
Honig sees an increasing interest from restaurants and bars looking to expand their non-alcoholic offerings. The appeal lies in providing wines that taste authentic, aligning with the trend towards healthy and low-calorie products. With 87% of non-alcoholic beverage consumers also drinking alcohol, the potential for crossover appeal is significant, marking Missing Thorn as both a trailblazer and a beneficiary of this evolving market.
Aaron Pott’s venture into non-alcoholic wines is a testament to his innovative spirit and respect for tradition. With Missing Thorn, he bridges the gap between enjoyment and health-conscious living, proving that wine’s true magic is in the connections it fosters, not the alcohol it contains. As people continue to seek balanced lifestyles, Missing Thorn stands ready to offer the experience without the thorn.
Source: Forbes
