Adult Non-Alcoholic Beverage Association Celebrates Noughty's Wine World Credibility

When Noughty launched in 2019, premium non-alcoholic wine had little consumer recognition and no established roadmap. Drawing on her background in wine and Champagne, Amanda Thomson wanted the brand to sit beside conventional wines in restaurants, hotels and bars rather than occupy a separate compromise category.

Noughty initially built credibility in wine and hospitality before large-scale retail became a realistic route. Its later presence in Michelin-starred restaurants, five-star hotels and other international venues supported Thomson’s belief that abstaining from alcohol should not diminish the experience of drinking wine.

Thomson was also a founding member of the Adult Non-Alcoholic Beverage Association, served on its board and helped establish the organisation in the United Kingdom. Its purpose was to provide a collective voice, create appropriate standards and enable businesses developing the category to collaborate.