The Future of Wine Isn’t Alcohol-Free w/Gabriella Lamb || 6 Percent

What happens when an entire generation starts drinking less alcohol—but still wants the ritual, taste, and social experience of wine? For decades, the drinks industry has operated in extremes: full-strength alcohol on one side, alcohol-free alternatives on the other. But what if the real opportunity sits in the middle?In this episode of Getting to Grow, Zoe Fox sits down with Gabriella Lamb, co-founder of 6% Wine, to unpack the rise of mid-strength alcohol and why she believes the future of drinking isn’t “all or nothing.” From risking their savings on 10,000 bottles to building a completely new category inside one of the world’s oldest industries, this conversation breaks down the reality of launching a consumer product in a market dominated by legacy wine brands and changing consumer habits.Gabriella shares how a simple date-night realization with her husband turned into a fast-growing startup, why most alcohol-free wines failed to hit the spot for her, and how they spent over two years experimenting across Europe to create a wine that still tastes premium—with half the alcohol.The conversation dives into the psychology behind moderation culture, the business mechanics of building a physical product brand, and why consumer behaviour around alcohol is changing faster than most companies realise.Gabriella opens up about:• Why 76% of consumers are moderating alcohol intake• The massive gap between full-strength wine and alcohol-free wine• Creating a completely new “mid-strength” wine category• Spending over two years developing the perfect flavour profile• Why wine producers initially thought the idea was crazy• Risking personal savings and ordering 10,000 bottles upfront• The reality of fundraising in today’s startup market• Why distribution matters more than having a great product• The future of moderation culture and “zebra striping”• Why younger consumers are changing the alcohol industry• The challenge of educating customers on mid-strength wine• Why perception is the biggest barrier in the wine industry• Building a premium consumer brand from scratch• The emotional reality of being a founder every single day• Why mid-strength alcohol could become the next major drinks movementIf you’re a founder, entrepreneur, marketer, creative, or someone interested in consumer psychology, startup growth, branding, or the future of modern drinking culture, this episode gives a raw look into what it really takes to build a disruptive product inside a traditional industry.Zoe Fox:Instagram: [https://www.instagram.com/gettingtogrow/](https://www.instagram.com/gettingtogrow/)LinkedIn: [https://www.linkedin.com/in/zoe-fox-377033b0/](https://www.linkedin.com/in/zoe-fox-377033b0/)6% Wine:Website: [https://6percent.wine/](https://6percent.wine/)Instagram: [https://www.instagram.com/6percent.wine/](https://www.instagram.com/6percent.wine/)