Jukes

The brief was precise from the outset: not to replicate wine, but to build something structurally distinct that could hold its own at the dinner table. Matthew Jukes brings more than 30 years of professional wine experience to the project, and that background shapes the entire product philosophy. Rather than dealcoholising wine or producing grape-based alternatives, Jukes Cordialities built a new format from scratch.

The production method is the brand's most distinctive feature. Each concentrate is made by macerating vegetables, fruits, herbs, spices, and flowers in organic apple cider vinegar, which provides the acidity and complexity that gives the drinks their wine-adjacent character alongside food. The resulting liquid is packaged in small 30ml glass bottles, intended to be diluted by the consumer with still or sparkling water, giving each bottle multiple servings and considerable flexibility at the table. This concentrated format, which the brand calls a cordiality, occupies a category of its own among alcohol-free drinks designed for food pairing.

The core range covers styles built around white, red, and rosé wine profiles, launched in stages from early 2020. Alongside the concentrate bottles, Jukes Cordialities has developed a sparkling collection of pre-mixed drinks that bring the same botanical profiles into a ready-to-drink format, broadening the brand's reach beyond the concentrate-and-dilute ritual.

Jukes Cordialities is independently owned, backed by a small group of private investors from the wine and finance sectors. Distribution is multi-channel, spanning the brand's own direct-to-consumer site and mainstream supermarket listings, with the sparkling products achieving a wider retail footprint than the concentrate format.

The brand sits firmly in the premium bracket. Its positioning as a wine writer's own creation, built on a distinct production method and a clear editorial purpose, gives it credibility with the sober-curious drinker who approaches the table with high expectations for what an alcohol-free drink can offer alongside food.