Noughty

Thomson, a former BBC arts broadcaster, created the brand under her parent company Thomson & Scott with the aim of producing premium AF wine that disclosed its ingredients and production method clearly. Coming from outside the conventional drinks industry, she built Noughty around transparency as a founding principle rather than a marketing afterthought. The brand has positioned itself since launch as the world's first premium alcohol-free wine portfolio, a claim that reflects both the timing of its entry to the market and its deliberate focus on quality over volume.

The wines are dealcoholised using vacuum distillation, a process that operates at reduced pressure, which lowers the boiling point of alcohol and allows it to be separated from the wine at a gentler temperature, preserving more of its aromatic character. Organic certification and low sugar content are consistent across the range and treated as equally important to the production method in establishing what Noughty stands for. Thomson has been a public advocate for greater transparency in drinks labelling throughout the brand's existence.

The range covers sparkling and still styles in white, rosé, and red formats, giving the portfolio breadth across the main wine occasions. Distribution is multi-channel: the sparkling range carries the widest retail footprint across mainstream supermarkets and specialist alcohol-free retailers, with still wine variants holding a narrower presence through specialist and online channels. Direct-to-consumer sales run through the brand's own site.

Noughty sits in the premium bracket for AF wine. Its consistent communication about organic sourcing, vacuum distillation method, and minimal added sugar since 2019 gives the brand a defined identity that relies on disclosed credentials rather than vague quality positioning. That combination is of particular interest to sober-curious drinkers who prioritise ingredient transparency alongside flavour quality.