This Brand Is Changing How People Drink | Wednesday’s Domaine | GTG S07 E06

What does it really take to build a premium brand in a category that people don’t even take seriously? In a space where taste has historically been poor, perception is weak, and consumer habits are deeply ingrained, creating a successful alcohol-free product requires far more than just removing alcohol.In this episode of Getting to Grow, Zoe Fox sits down with Luke Hemsley, founder of Wednesday’s Domaine, to explore how he’s building a modern alcohol-free wine brand designed for people who still love drinking—but want to do it differently. From identifying a gap in the market during COVID to developing a product that challenges both taste and perception, Luke shares the thinking behind creating a brand in a misunderstood category.This conversation goes beyond the idea of “non-alcoholic alternatives” and dives into the psychology of drinking, social dynamics, and how consumer behavior is shifting toward moderation rather than elimination. From the stigma of not drinking to the importance of branding and experience, this episode explores what it really takes to change how people think—and feel—about what’s in their glass.Luke opens up about:• Why alcohol-free wine has historically failed—and what’s changing now• The psychology behind drinking and the desire to “fit in” socially• Building a brand that doesn’t feel like a compromise• Why most consumers don’t want to quit alcohol—they want better options• The challenges of creating a product in a category rooted in tradition• How branding can completely shift perception in a “low-quality” space• The reality of building a physical product business from scratch• Why moderation—not restriction—is shaping the future of drinkingIf you’re a founder, creator, or entrepreneur interested in consumer behavior, brand building, or launching products in emerging categories, this episode offers a deep dive into how a simple insight can evolve into a category-defining business when executed with clarity and intent.Zoe Fox: https://www.instagram.com/gettingtogrow/https://www.linkedin.com/in/zoe-fox-377033b0/Wednesday's Domaine:Instagram: https://www.instagram.com/wednesdaysdomaine/Linkedin: https://www.linkedin.com/company/wednesday-s-domaine/?originalSubdomain=ukWebsite: https://wednesdaysdomaine.com/Luke Hemsley:Linkedin: https://www.linkedin.com/in/lukehemsley/