&Then

The range was built around a proprietary dealcoholisation method called Zero Tech X, developed to address one of the long-standing criticisms of alcohol-free wine: that removing the alcohol strips out too much of the flavour alongside it. The technology works at cooler temperatures than conventional spinning-cone or falling-film evaporation, which in theory preserves more of the natural aromas and body. The grapes come from cool-climate vineyards in South Australia, overseen by winemaker Paul Burnett at Accolade's Berri Estates facility in the Riverland.

The original lineup was a Chardonnay and a Cabernet Sauvignon, later joined by a Rosé and Sparkling. The Chardonnay leans into stone fruit and a touch of oak; the Cabernet goes for dark berry with some spice. Both sit at around £8 per bottle, which puts them at the accessible end of the dealcoholised wine market without feeling like a budget afterthought.

Distribution covered UK supermarkets and the on-trade from launch, giving the range decent visibility for a new entrant.

The brand's story took a sharp turn in early 2025 when Accolade merged with Pernod Ricard Winemakers' Australian business to form Vinarchy. In the subsequent portfolio rationalisation, &Then was among the first labels to be cut. Whether it returns under new ownership or quietly disappears is unclear, but as of 2025 it is no longer being actively marketed by Vinarchy.

Stock may still be available through retailers in the short term, and the wines were well-received while they lasted. As a proof of concept for large-scale zero-alcohol wine production using gentler dealcoholisation, &Then did what it set out to do.