By redefining quality in the alcohol-free wine space, UK-based Zeno is proving that wine without alcohol doesn’t mean wine without soul. With a bold philosophy and uncompromising standards, the brand is leading a quiet revolution.
In a world increasingly shaped by wellness, moderation, and mindful consumption, alcohol-free wine is no longer an afterthought, it’s an emerging frontier. But not all non-alcoholic wines are created equal. For Will Willis and David Hodgson, co-founders of Zeno, the goal was never to simply remove the alcohol. It was to preserve the essence of wine itself: its character, structure, and complexity. And in doing so, they are setting a new benchmark for the category, one rooted in philosophy, craft, and quality. When Zeno was founded, the alcohol-free wine segment was still shadowed by poor perceptions, sweet, flat, and often forgettable. Yet as alcohol-free beer gained momentum, it became clear that if quality could be delivered, consumers would follow. For Willis and Hodgson, veterans of the traditional wine trade, the challenge was irresistible: could they create a range of alcohol-free wines that serious wine lovers would not only accept, but admire?
The answer lies in what Zeno calls its “alcohol-liberated wines.” Working with a single organic estate in Castile-La Mancha, Spain, Zeno selects varietals like Viura, Tempranillo, Bobal, and Macabeo based on their ability to retain structure and aroma through the de-alcoholisation process. This level of detail, from pH balance to tannin integrity, is rare even among premium alcoholic wines.
But Zeno’s approach goes further. Rejecting the industry norm of masking lost flavour with sugar, they turned to cutting-edge GoLo technology from global leader BevZero. This low-temperature, high-vacuum distillation gently removes alcohol without stripping out aromatics, an essential step in creating wine that still tastes, feels, and finishes like the real thing.
“Between 0.2% and 0.3% ABV is our sweet spot,” says Willis. “It’s where texture and varietal character can be preserved, without compromise.” This careful calibration has allowed Zeno to achieve standout results, most notably its widely praised rosé made from the lesser-known Bobal grape, and a sophisticated barrel-aged Tempranillo Cabernet blend planned for release in autumn 2025.
Zeno’s current portfolio reflects this dedication to both craft and complexity, with five wines now forming the heart of the collection. Zeno Viura offers crisp minerality and citrus lift, ideal for fans of fresh, structured whites. Zeno Bobal Rosé showcases delicate floral notes and wild red berries, bringing finesse to this lesser-known grape. Zeno Tempranillo Cabernet marries the richness of two powerhouse reds, offering body and depth that feel unmistakably wine-like. The Zeno Sparkling NV brings celebratory freshness and a dry finish, while the Zeno Sparkling Rosé NV pairs vibrant fruit with elegant bubbles, perfect for stylish toasts and refined aperitifs.
Zeno’s name, borrowed from the Greek philosopher Zeno of Citium, reflects a deeper ethos. Its brand pillars, moderation, wisdom, courage, and justice, shape every decision, from grape sourcing to marketing. The slogan “Happiness is a good flow of life” is more than branding; it’s a worldview that embraces virtue without sacrificing pleasure.
And what is wine without food? Zeno’s wines are not only versatile but designed for thoughtful pairings. The Viura complements seafood dishes, citrusy salads, and soft cheeses. Bobal Rosé enhances Mediterranean-style plates like grilled vegetables, paella, or tapas. For richer fare, the Tempranillo Cabernet shines with roasted meats, mushroom risotto, or hearty plant-based mains. The Sparkling NV works beautifully with sushi, oysters, or canapés, while the Sparkling Rosé NV is ideal with fruit-forward desserts, goat cheese, or brunch spreads. From relaxed midweek meals to elegant dinner parties, Zeno elevates the table without the alcohol.
The results speak for themselves. In just two years, Zeno has secured listings with Waitrose and Fullers, launched in over 10 export markets, and received unsolicited national TV coverage. The startup remains self-funded, with a tight rein on production and growth. For now, the focus is clear: elevate the standard, and the market will follow.
Yet challenges remain. Trade acceptance of alcohol-free wine still lags behind consumer demand, with many on-trade groups listing only token options. Education, sampling, and better visibility are crucial to helping consumers navigate this evolving space with confidence.
Still, Willis and Hodgson remain optimistic. “We’re not just offering an alternative,” says Hodgson. “We’re redefining what’s possible. Alcohol-free doesn’t have to be second best, it can be something new, virtuous, and genuinely exceptional.” As the alcohol-free category matures, Zeno stands as a proof point: that with craft, integrity, and vision, a wine without alcohol can still be rich with meaning.