Episode 25: How Amanda Thomson Built Noughty into a Global Alcohol-Free Wine Brand

Wine has a problem.
The wine trade still isn’t listening to the consumer.

In this episode of FineWineToMe – The Wine Business Podcast, I sit down with Amanda Thomson, Founder & CEO of Thomson & Scott Noughty - one of the most influential entrepreneurs in the modern wine world.

Amanda is widely credited with creating the world’s first premium alcohol-free wine brand, launching Noughty in 2019 and helping to build an entirely new category from scratch.

This is not a tasting note episode.
It’s a deep dive into consumer behaviour, brand building, innovation, and the future of wine.

In this conversation, we cover:

• Amanda’s journey from BBC arts broadcaster to wine entrepreneur

• Why the wine industry struggles with innovation

• Building Noughty as a wine brand - not an alternative soft drink

• The role of personal brand in building trust at scale

• Why consumers are smarter than the wine trade thinks

• Pricing strategy in alcohol-free wine (and why comparison is flawed)

• The real cost of removing alcohol from wine

• Sugar, balance, and consumer expectations

• On-trade vs off-trade strategy and brand visibility

• Why alcohol-free wine is a category - not a trend

• What will make non-alcoholic brands survive when the bubble bursts

Amanda is refreshingly honest, unapologetically consumer-focused, and deeply thoughtful about where wine is heading next.

 

If you’re interested in wine business, brand strategy, entrepreneurship, innovation, or the low- and no-alcohol category, this episode is essential viewing.

🎙️ Guest: Amanda Thomson
📍 Founder & CEO, Thomson & Scott Noughty
📺 FineWineToMe – The Wine Business Podcast
📅 Monthly long-form interviews exploring the human side of wine brands

👉 Subscribe for more wine business insights and founder conversations.


#WineBusiness
#AmandaThomson
#NoughtyWine
#AlcoholFreeWine
#FineWineToMe
#WinePodcast
#WineEntrepreneur
#WineBranding
#WineMarketing
#LowAndNoAlcohol
#FutureOfWine
#WineIndustry
#FounderStory
#PersonalBrand