In this WIN Insider episode, George interviews Tracy Sweeney, co-founder of Tomorrow Cellars, about her path from decades in traditional wine at E. & J. Gallo and Treasury Wine Estates to launching a premium non-alcoholic brand in 2024. Tracy explains why she sees no-alcohol wine as an extension of the wine experience, blending Napa lifestyle with tech-driven innovation and Rhône varietals from Lodi, with subtle botanicals that restore flavor lost in dealcoholization.
She discusses evolving consumer occasions for low- and no-alcohol drinking, the importance of getting these wines onto hospitality menus, and a marketing approach that centers the wine experience rather than alcohol content. Tracy will also speak at the North Coast Wine Industry Expo on December 3 on the panel “Non-Alcoholic Wine Marketing Strategies to Celebrate the Expanded Consumer Landscape.”
Learn More About the Session:
https://wineindustryexpo.com/conference/#session2b
Register for the WIN Expo:
https://wineindustryexpo.com/conference/#register
More on Tomorrow Cellars:
https://tomorrowcellars.com/
