Exploring Life & Business with Amanda Thomson of Noughty Non-Alcoholic Wine

Today we’d like to introduce you to Amanda Thomson.

Amanda, we appreciate you taking the time to share your story with us today. Where does your story begin?
I launched Noughty in 2019 with the basic premise that people shouldn’t have to compromise on quality, taste or experience if they choose not to drink alcohol.

Having spent years working in television and arts and entertainment journalism, I was surrounded by the culture of champagne and celebration, but I could also see that consumer habits were changing. More people were looking to moderate their alcohol intake, but the alternatives available felt like an afterthought. I saw an opportunity to create something better.

I studied wine at Le Cordon Bleu in Paris, became a certified wine expert and immersed myself in understanding what makes great wine.

When I decided to launch Noughty, I wanted to challenge the perception that alcohol-free wine had to be sugary, unsophisticated or inferior. From the beginning, the goal was to create premium wines that could sit proudly alongside traditional wines on any table.

Building the business has been both exciting and challenging. We launched Noughty at a time when the alcohol-free category was still in its infancy, and there was plenty of scepticism about whether consumers would embrace premium non-alcoholic wine.

Over the years, I’ve worked closely with winemakers, invested in quality production methods and focused on creating products that people want to reach for again and again. I’m proud to say that that commitment has helped Noughty grow into one of the world’s leading non-alcoholic wine brands.

What motivates me today is seeing how much the conversation around alcohol consumption has evolved. Consumers are no longer asking for alcohol-free options as an exception, they’re expecting them as part of their lifestyle. I’m proud that Noughty has played a role in that shift. We’ve shown that non-alcoholic quality and enjoyment can go hand in hand, and we’re continuing to push the category forward by creating wines that offer all the ritual and celebration of wine, just without the hangover.

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
It definitely hasn’t been a smooth road. When I launched Noughty, the alcohol-free category was still very much on the sidelines. Convincing retailers, distributors and even consumers that there was a genuine market for a high-quality alcohol-free wine required a lot of persistence. And resilience.

One of the biggest challenges was developing the wine. Dealcoholizing wine is an incredibly complex process, and removing the alcohol without stripping away the character, texture and flavour is no easy task. We spent years working with winemakers, refining production methods and challenging assumptions about what alcohol-free wine could be. There were plenty of setbacks along the way, but each one helped us improve and ultimately create the portfolio I’m so proud of today.

As a female founder, there were also moments where I found myself having to work harder to be heard, particularly in industries that have traditionally been male-dominated. Building an international brand from scratch means constantly overcoming obstacles, whether that’s raising awareness, navigating supply chains, managing growth or entering new markets.

Entrepreneurship is often portrayed as a straight line upwards, but the reality is that it’s a series of lessons, pivots and problem-solving moments. Our ‘overnight success’ has taken years!

As you know, we’re big fans of Noughty Non-Alcoholic Wine. For our readers who might not be as familiar what can you tell them about the brand?
Just a few years ago, craft non-alcoholic beer surged into the global market. Non-alcoholic wine, by contrast, remained largely underdeveloped, with few credible options for consumers seeking quality or variety. I saw an opportunity to change that.

A Le Cordon Bleu–trained wine specialist and former BBC correspondent, I founded Thomson & Scott first producing fine Champagne. In 2019, I set out to create premium alcohol-free wines rooted in vineyard quality, transparent winemaking, and corporate responsibility. I built one of the first full-range brands designed to deliver a true wine experience without compromise.

Where we are in life is often partly because of others. Who/what else deserves credit for how your story turned out?
While I’ve been the public face of the business, Thomson & Scott certainly hasn’t been built by me alone. One person who deserves enormous credit is Patrik Franzen. Patrik came into the business as an investor but has become so much more than that over the years. As our Financial Director, he has been a steady hand, a trusted sounding board and an unwavering supporter of the company’s vision. Every founder needs people around them who combine belief with expertise, and Patrik has done exactly that.

I’m also incredibly grateful to our shareholders. They have consistently backed the long-term vision of the company and have given me the freedom and trust to lead the business without unnecessary interference, which is a rare and valuable gift for any entrepreneur. Their confidence has allowed us to stay focused on building the brand properly rather than chasing short-term wins.

On a personal level, my husband deserves a tremendous amount of credit. Entrepreneurship can be exhilarating, but it can also be lonely, stressful and all-consuming. He has been there from day one, offering encouragement, perspective and support through every challenge and milestone. Having someone who believes in you even when things are difficult makes an enormous difference.

More broadly, I feel fortunate to have worked alongside a fantastic team, partners and advisers over the years. Building a global brand is never a solo endeavour. It takes talented people who share your ambition and are willing to go on the journey with you.

Contact Info:

• Website: https://noughtyaf.com
• Instagram: https://instagram.com/noughtyaf
• LinkedIn: https://www.linkedin.com/company/thomson-&-scott-ltd
• Youtube: https://www.youtube.com/@noughtyaf