“When you’re bored of saying it, that’s when people are just starting to hear it.”In this episode, Luke Hemsley shares the honest story behind building Wednesday’s Domaine - an alcohol-free wine brand on a mission to preserve ritual without compromise.We get into:Why non-alcoholic wine has lagged behind beer & spiritsThe messy early days (and the accidental rosé that turned into a bestseller)What bigger players are getting wrong - and why that’s changingInternational growth, category resistance, and why patience is a brand-building superpowerIf you’ve ever wondered why wine is so culturally loaded - and how you might build something credible in a space full of sceptics - this one’s for you.

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