Napa Valley, CA – April 15, 2025 – Missing Thorn, the alcohol-removed wine brand founded by Napa icons Aaron Pott and Stephanie Honig, has quickly emerged as a category-defining force in premium non-alcoholic wine. After a high-impact national launch last fall — securing key retail and restaurant partners and national distribution — the brand achieved 300% Q1 growth and earned recognition in The New York Times’ list of top non-alcoholic wines. Now expanding into Canada, Europe, and Asia, and deepening its national footprint, Missing Thorn is rapidly solidifying its place as a go-to alternative for quality-driven wine consumers.
Elite Endorsements and Expanding Reach
Eric Asimov, wine critic at The New York Times, lauded Missing Thorn’s Red as “well-balanced, refreshing, complete” and White as “balanced, not too sweet, relatively complete,” concluding both were “quite good.”
Danny Meyer, CEO of Union Square Hospitality Group, echoes this sentiment, stating, “Missing Thorn is a game-changer. Our guests are consistently impressed by the balance, richness, and finesse – all without the alcohol.”
Ray Isle, Executive Wine Editor of Food & Wine, noted, “Most nonalcoholic wines just don’t taste like … well, wine. Napa Valley’s Missing Thorn Rosé is an exception. It tastes as good as actual rosé— honestly, better than many— with bright berry fruit and an excellent mouthfeel (rare in de- alcoholized wine).”
In her widely-read Bloomberg feature, The Six Biggest Ways Wine Will Change in 2025, renowned wine critic Elin McCoy singled out “Missing Thorn’s lineup of alcohol-removed wines from Napa wizard Aaron Pott” as having reached “luxury status”— underscoring the brand’s breakthrough in the non-alcoholic category.
Expanding Availability Across Channels
Fueled by a quality-first philosophy and swift market momentum, Missing Thorn has secured placement in prestigious restaurants including Flemming’s, Morton’s, Farmstead, Sixty Vines, and select Union Square Hospitality Group venues. “We’re thrilled to see early wins with outstanding restaurant partners, as well as major accounts like Wegmans and Disney Cruise Lines,” said Stephanie Honig, co-founder. “We’re also reaching consumers through leading off-premise retailers and top online DTC channels including Amazon, Boisson, The Zero Proof—and, of course, directly at missingthorn.com.”
Redefining What Non-Alcoholic Wine Can Be
“We set out to create a wine people would love — without alcohol,” continued Honig. “This kind of growth, and this kind of critical acclaim, makes us feel we’re building something truly lasting.”
“We believe wine lovers shouldn’t have to compromise,” added Aaron Pott, winemaker. “The early success confirms there’s real demand for complexity, structure, and pleasure — just without the alcohol.”
The U.S. non-alcoholic wine category is now worth $740 million and growing at 30% annually (NielsenIQ, 2024), as consumers seek premium, food-friendly alternatives.
About Missing Thorn
Founded by Napa Valley icons Aaron Pott and Stephanie Honig, Missing Thorn crafts a full lineup of alcohol-removed Red, White, Rosé, and Sparkling wines using traditional winemaking techniques and state-of-the-art alcohol removal. The wines are natural, vegan, and gluten-free, and are designed to pair beautifully with food.
Available throughout the U.S. and internationally, Missing Thorn is sold in top restaurants, specialty retailers, and online at https://www.missingthorn.com.
Media Contact: media@missingthorn.com
Sources & Coverage
- The New York Times – “Top Non-Alcoholic Wines”: https://www.nytimes.com/2025/03/28/dining/drinks/nonalcoholic-wine.html
- NielsenIQ – Non-Alcohol Trends: https://nielseniq.com/global/en/insights/analysis/2024/non- alcohol-a-mindful-moderator-in-the-us/
- Food & Wine – Best Wines for Wine Snobs: https://www.foodandwine.com/best-wines-for-wine- snobs-8758877
- Bloomberg – Wine Industry Forecast 2025: https://www.bnnbloomberg.ca/investing/commodities/2025/01/06/the-six-biggest-ways-wine- will-change-in-2025/
