Drinking Is The Social Glue: Libby NA Wine The Newest One To Try
As the sober-curious movement grows and wellness-driven lifestyles gain traction, more consumers are questioning their relationship with alcohol. Yet finding non-alcoholic options that match the flavor, complexity, and celebratory nature of traditional wine remains a challenge. So, how can brands craft sophisticated non-alcoholic beverages that satisfy modern drinkers?
Grant Hemingway, a seasoned winemaker, shares how to address this gap through a relentless focus on quality and authenticity. He explains the importance of maintaining wine’s aromatic complexity and structure — even without alcohol — by carefully selecting grapes, using thoughtful fermentation techniques, and refining the alcohol-removal process. He also emphasizes the need for brands to align with consumers' values around health, sustainability, and inclusive social experiences, encouraging a no-compromise approach to crafting non-alcoholic wines that delight and endure.
In this episode of the Firebelly Social Show, Duncan Alney talks with Grant Hemingway, Co-Founder of Libby Wines, about creating exceptional non-alcoholic wines that elevate social occasions. Grant discusses the cultural shift in drinking habits, the rigorous R&D behind product development, and the role of storytelling in building trust with mindful consumers. He also shares branding decisions, functional beverage trends, and future innovations in the NA wine space.
Here’s a glimpse of what you’ll learn:
[2:07] Grant Hemingway discusses the launch of Libby Non-Alcoholic Wines and what it offers
[4:02] Cultural tailwinds driving the non-alcoholic beverage movement
[7:36] The role of quality and flavor in building a successful NA wine brand
[8:59] How Libby replicates the traditional wine experience without alcohol to offer a healthier alternative
[14:23] Grant shares the story behind the brand name Libby
[16:02] Commitment to a meticulous and uncompromising production process
[20:22] Exploring premium pricing and innovation in the NA wine category
[24:43] What fuels Grant as an entrepreneur
About Grant Hemingway :
Grant Hemingway is the CEO and Co-founder of Libby Non-Alcoholic Wines, a brand redefining modern moderation with its sparkling non-alcoholic wines, gaining remarkable traction in the inclusive beverage market. He is a seasoned winemaker and entrepreneur with over 18 years of experience spanning vineyard management, winemaking, and executive leadership in the wine and beverage industry.
A graduate of UC Davis in Viticulture and Enology, Grant has held key positions at Far Niente, Mason Cellars, and Molson Coors. Driven by a mission to modernize and democratize the wine experience, he aims to offer inclusive, high-quality alternatives that align with contemporary wellness and lifestyle trends.
Resources Mentioned in this episode
Quotable Moments:
“You might get them once, but you’re not going to fool them twice.”
“There is no better time than now to be a consumer and the amount of options.”
“I want a true replacement value that is uncompromising.”
“It was the most fun I have ever had as a winemaker.”
“Dirt therapy. Like getting your hands into the garden and letting your mind just go anywhere.”
Action Steps:
Focus on product quality from the start: Creating a high-standard product builds trust and encourages long-term consumer loyalty and repeat purchases.
Design for real-life drinking occasions: Crafting beverages that fit everyday moments expands usability and increases brand relevance in consumers' routines.
Educate consumers without pressure: Offering choices without judgment supports inclusion and empowers customers to explore new lifestyle habits at their own pace.
Invest in thoughtful R&D and testing: Iterative product development helps identify flavor gaps and fine-tune quality before hitting retail shelves.
Align brand values with consumer wellness trends: Transparency around ingredients and sustainability attracts label-conscious buyers and strengthens emotional brand connections.