“When you’re bored of saying it, that’s when people are just starting to hear it.”

In this episode, Luke Hemsley shares the honest story behind building Wednesday’s Domaine - an alcohol-free wine brand on a mission to preserve ritual without compromise.

We get into:

• Why non-alcoholic wine has lagged behind beer & spirits
• The messy early days (and the accidental rosé that turned into a bestseller)
• What bigger players are getting wrong - and why that’s changing
• International growth, category resistance, and why patience is a brand-building superpower

If you’ve ever wondered why wine is so culturally loaded - and how you might build something credible in a space full of sceptics - this one’s for you.