Founded by Steve Arora and Duncan Shouler, in partnership with Familia Muga, PARAGRAPH debuts in the United States, and in Europe under the philosophy More Ways to Wine — bringing more ways to make, taste, and experience wine.
June 1, 2026 — PARAGRAPH, a new fine alcohol-removed wine brand, launches today across USA and Europe. The company was founded by Steve Arora, American executive and wine enthusiast; Duncan Shouler, a leading winemaker; and Familia Muga, one of Spain’s most respected wine families. Together, these partners are united by a shared vision to deliver wines with real presence and integrity that give wine lovers more reasons to raise a glass. The debut release is a Spanish Tempranillo from high-altitude vineyards in Spain and made with a focus on balance, precision, and expression.
BRAND STORY
PARAGRAPH begins from a simple conviction: life is simply better with a glass of wine. Wine brings people together. It marks milestones, accompanies meals, and turns ordinary evenings into occasions. We believe everyone deserves those moments — with or without alcohol.
Why the name PARAGRAPH? Because we believe the story of wine does not stop with alcohol. We are writing a new paragraph, one that opens up more occasions, more possibilities, and more ways to wine.
PARAGRAPH was founded by Steve Arora, an American executive based in Switzerland with a long career leading international businesses. His global perspective, combined with a lifelong passion for wine, shaped the vision for a brand that would create more high quality options within the world of wine. The Muga family was the first to align with this ambition.
To lead the winemaking, he approached Duncan Shouler, one of the world’s leading winemakers and specialists in alcohol-removed wine. Developing his craft in New Zealand, Bordeaux, and California, Shouler spent more than two decades creating award-winning wines before serving as Chief Winemaker at Giesen Wines. There, he pioneered New Zealand 0% Sauvignon Blanc, a breakthrough in modern winemaking. At PARAGRAPH, Shouler leads winemaking decisions, from wine selection and blending to final validation, ensuring that the essence of great wine remains present in every glass. The Muga Family provides guidance and experience – hands on at key moments of tasting, blending and validating final profiles.
Together, the three founders bring distinct complementary skills of entrepreneurial vision, technical expertise, and fine wine heritage. The shared ambition is to lead the way in fine, alcohol-removed wines that combine a true wine experience with endless possibilities.
The brand’s philosophy, More Ways to Wine, encompasses the vision: more ways to make wine, more ways to taste wine, and more ways to experience wine.
TECHNICAL APPROACH & WINEMAKING
PARAGRAPH’s winemaking belief is that the magic of wine occurs in the vineyard and during fermentation. The starting point is careful selection of wines with aromatic intensity, structure, and complexity. Simply put, if the wine is not great before alcohol is removed, it will never be great after.
The selected Tempranillo parcels from Spain possess the following attributes:
- High altitude vineyards > 700m
- Vine age of 30 to 50 years old
- French oak barrel matured
- Aged 2-4 years prior to blending
- Intense aroma and complexity along with fine integrated tannins
Alcohol is delicately removed using low-temperature vacuum distillation followed by leading aroma recovery technology, which delivers aromatic expression and vinous character. The wine is then rested in bottle for a minimum of two months before release — a period that allows aromatics and texture to build and integrate fully.
The result is a wine that is low in sugar (approximately 1g per 100ml), below 0.5% ABV, and free from added flavors.
No shortcuts. 100% wine.
TASTING NOTES
Served best between 12–14°C — cellar cool, not cold.
- Aroma: Dark berries unfolds alongside cocoa and subtle oak, gradually evolving toward more complex dried herbs and spice notes.
- Palate: Elegant, textured, with length, supported by fine, polished tannins. Light-to-medium bodied wine that is dry and balanced, with precision and refreshing acidity at the finish.
- What it pours with: savory and umami-driven. Grilled meats, roasted vegetables, aged cheeses, dark chocolate. Or pour it on its own when the moment calls simply for a glass of red.
PARAGRAPH enters the market at a pivotal moment. According to IWSR 2024, the global NOLO wine market is growing at 8% annually, twice the pace of traditional wine, and is projected to reach $8 to $10 billion by 2030. 52% of consumers in the United States and the United Kingdom now actively moderate their alcohol intake.9 in 10 NOLO buyers are alcohol drinkers who are seeking balance without giving up the rituals, pleasure, and sophistication of wine.
DISTRIBUTION AND AVAILABILITY
PARAGRAPH launches simultaneously in the United States, United Kingdom, Spain, Switzerland and Iceland. Distribution will include traditional wine importers, fine wine retailers, and on-trade placements in fine dining and hospitality settings where wine expertise is central to the experience.
CO-FOUNDERS’ QUOTES
“As a lifelong wine lover, I wanted to create a wine that has sophistication, balance, and the character of fine wine, simply without the alcohol. At PARAGRAPH, our ambition is to elevate the standard for non-alcoholic wine and give wine lovers more ways to enjoy wine across more moments in life. We believe life is better with a great glass of wine in hand.” — Steve Arora, Founder, PARAGRAPH
“Creating an authentic alcohol-removed wine that reaches the expectations of those who really appreciate wine, is arguably one of the most technically demanding disciplines in modern winemaking. I believe that PARAGRAPH achieves this and is an exciting new chapter in the story of wine.” — Duncan Shouler, Chief Winemaker, PARAGRAPH
“We believe in innovation and evolution,matched with tradition and heritage. What convinced us is seeing that the quality, craft, and technical precision is evolving to a level where serious alcohol-removed wine is possible. We are excited to be partners in the launch of this new brand.” — Eduardo Muga, Strategic Partner, Familia Muga
About PARAGRAPH
PARAGRAPH is a fine alcohol-removed wine brand founded in 2026 by Steve Arora (Founder), Duncan Shouler (Chief Winemaker), and Familia Muga (Strategic Partner). The brand was created to elevate the non-alcoholic wine category. Crafted for wine drinkers who seek moderation and balance without giving up the ritual, pleasure and sophistication of a real glass of wine. High-quality wine. Low sugar.
