In this episode of Non-Alcoholic Wine Celebrities, host Vanessa de Souza Lage sits down with Dan Harwood, Managing Director of SW Wines Europe (part of the Schloss Wachenheim Group) and the leader behind the Eisberg brand in the UK one of Europe’s longest-established alcohol-free wine producers.

Dan is giving a masterclass in scaling, staying relevant, and thinking long-term in the NA wine category. He brings over a decade of experience in dealcoholized wine production, sales, and marketing, as well as deep insight into the wider wine industry. He shares how a legacy brand evolves to remain competitive in the world’s fastest-growing wine segment — from investing in technology and scaling capacity to premiumizing products and modernizing packaging for younger consumers.

Together, we explore shifting consumer expectations, the importance of authenticity and quality in alcohol-free winemaking, and the strategic mindset new entrants need to build a sustainable presence in this accelerating category.

✨ Key Topics

• Eisberg’s 30-year journey in alcohol-free wine
• Technology investment & scaling production
• Premiumization and quality evolution
• Packaging & messaging for younger demographics
• Balancing tradition with innovation
• Brand differentiation in a crowded market
• Long-term category vision

🍇 Key Takeaways

• Legacy experience matters — but innovation wins.
• Consumers expect better quality and premium cues.
• Investment in technology enables scale & consistency.
• Clear communication builds trust in a confused category.
• Younger consumers are shaping the future of NA wine.
• Long-term strategic commitment separates leaders from trend chasers.