In this episode, Luke Hemsley, the founder of Wednesday's Domaine, joins us. Wednesday's Domaine specialises in alcohol-free wine, a category experiencing unprecedented growth in popularity. The discussion dives into what inspired Hemsley to enter the alcohol-free wine space, common misconceptions people have about these beverages, and the valuable lessons he has learned along his entrepreneurial journey. Whether listeners are entirely sober or enjoy an occasional tipple, they will find this exploration of the no-and-low drinks sector engaging and highly insightful.