July 20, 2026
Luke Hemsley •Founder • Wednesday's Domaine
94. Ritual and the Rise of 0% Wine with Luke Hemsley, Founder of Wednesday's Domaine
In this episode, Luke Hemsley, Founder of Wednesday's Domaine, joins Fred Moore to unpack the behavioural tension driving the alcohol-free wine movement, the desire to participate in the ritual of drinking without overdoing it, and why that shift has as much to do with psychology as it does with taste.
From sourcing high-quality base wines to using vacuum distillation to strip out alcohol without stripping out flavour, Luke breaks down what it takes to make a 0% wine that tastes like wine. The conversation covers the wine industry's resistance to the category, the awkward social codes around not drinking, and how design and premium cues shape the ritual of pouring a glass, whether or not there's alcohol in it.
This is a look at what happens when a category built on heritage is forced to adapt to modern life, and why choice, not abstinence, might be the thing that reshapes wine for a generation drinking differently.