In the shifting landscape of modern indulgence, where mindfulness and celebration intertwine, a new kind of wine experience is emerging, one that honours tradition while embracing the future. It is a wine for the moment when choice meets conscience, where the ritual of the glass is savoured without the need for alcohol’s embrace. This is the world of Zeno, an extraordinary journey of passion, innovation, and virtue.
Born from a desire to craft alcohol-liberated wines that do not compromise on texture, aroma, or depth, Zeno is a beacon for those seeking balance – a harmony of flavour and mindfulness distilled in every bottle. Rooted in the sun-kissed hills of Spain and guided by the wisdom of ancient philosophy, Zeno invites us to rethink what wine can be. It’s a category-defining brand led by David Hodgson, Founder & CEO, who will be speaking at London Packaging Week this October, sharing how thoughtful, sustainable design is helping reshape consumer perceptions of alcohol-free drinks.
The origins of Zeno
For David, the Zeno journey began on a deeply personal note. After decades immersed in the global wine industry, from The Ritz London to helming European operations at Rosemount Estate Wines, he decided to go alcohol-free for his health. “I clicked over 50 and thought, I don’t know if I can carry on,” he reflects. “The travel, the trade, the drinking… it just caught up with me. But I missed the wine experience.” That realisation set him on a course to radically improve the quality of alcohol-free wines - not as a substitute, but as a new standard in their own right.
That question led David to research the alcohol-free beverage market, where he discovered a disappointing gap. “I saw what the brewers and spirits were doing with botanical distillations, but wine was trailing behind. I thought, why can’t someone make decent alcohol-free wines for enthusiasts? It was such a compromise. I ordered everything I could find, and there just wasn’t much to taste. The wines were out of balance, weird, and stuck together with sugar.”
David’s quest for quality resonated with Will Willis, who had been involved in early alcohol-free wine projects with Freixenet. The two joined forces with their partner winery in Spain and a team including Jane Masters, a Master of Wine with expertise in chemistry and oenology. Together, they embarked on a meticulous three-year journey of research and development to craft wines that bring the texture, flavour, and balance wine lovers expect, without compromise.
“We worked vineyard to glass,” David explains. “We had to break the process down at every step—pH, acidity, tannin structure, aromatics, sugar levels, to find how to maintain the essence of wine through dealcoholisation. Our partner winery in Castilla-La Mancha, with its organic La Carrasca vineyard, gave us the perfect terroir to start from.”
Rejecting the common practice of masking alcohol absence with residual sugar, the Zeno team focused on authenticity and food-friendly wines. “We don’t want sweet wines that can’t pair with food,” says David. “That was the big challenge. We’ve ratcheted down residual sugar to as low as 18g/L, which is probably the lowest you can get in an alcohol-free wine while keeping balance and length.”
Zeno’s portfolio is diverse yet unified by quality, featuring aromatic white varietals like Viura and Macabeo, robust reds such as Tempranillo, Cabernet, and Grenache, and even a recently acclaimed Rosé made from Bobal. When asked if he has a favourite among the range, David laughs, “It’s like asking if you have a favourite child. It depends on the season and mood. But I’m hard to please. When we launched commercially, my test was simple: could I drink these without compromise instead of alcohol? And now, I can.”
Sustainability rooted in place and purpose
Zeno’s commitment to sustainability is deeply embedded not only in its philosophy but also in the very geography of its production. The brand’s partner operations are uniquely concentrated within a tight cluster of three locations in Spain: Castilla-La Mancha, La Carrasca vineyard, and the bottling and packaging facilities, all situated in close proximity. This strategic closeness minimises transportation distances and associated carbon emissions, enabling Zeno to maintain a low environmental footprint throughout its supply chain.
Spain itself is a world leader in sustainable viticulture, and Zeno benefits from this leadership by harnessing renewable energy sources, implementing water conservation practices, upcycling winery waste, and utilising recyclable packaging to further reduce its carbon footprint. A key part of Zeno’s approach is the use of lightweight glass bottles, which significantly reduces shipping weight and associated emissions.
Looking ahead, the introduction of cans and innovative Eco SIP pouches represents a transformative step for Zeno’s sustainability credentials. These formats significantly reduce packaging waste and enhance transport efficiency, amplifying the brand’s environmental benefits without compromising quality or customer experience.
As David explains, “From vineyard to glass, our supply chain has the highest sustainability standards. Having the vineyards and processing facilities close together means less transportation and tighter control over environmental impact. Using lightweight glass helps us save on shipping weight, and the cans and pouches will have a huge effect on our overall sustainability. It’s all part of our bigger vision for mindful, virtuous drinking.”
Zeno’s commitment to quality has been widely recognised, earning accolades from the International Wine & Spirits Competition, Global Wine Master Competition, Sommelier Edit Awards, and the World Alcohol-Free Awards, culminating with “Non Alcoholic Producer of the Year” from the London International Wine Competition 2025. David notes, “These awards matter because they confirm we’re heading in the right direction. Not just chasing bling but true quality and innovation.”
The brand also understands its place within evolving consumer trends. With 74% of UK adults moderating alcohol and 25% alternating alcoholic and alcohol-free drinks in a single outing, Zeno’s alcohol-liberated wines fit perfectly into the “flexi” and “zebra” drinking lifestyles. “Better sleep, reduced anxiety, increased productivity—these benefits make moderation enjoyable,” David points out. “We want to work alongside traditional wine, not compete with it.”
Innovation in every sip: Packaging the future
Innovation doesn’t stop at the vineyard or the cellar. Zeno embraces the possibilities of modernity in packaging and presentation, reflecting a brand that is as forward-thinking as it is grounded in tradition.
“We finally got our cans done last week,” David shares with enthusiasm. “They’re terrific -the two sparkling styles, the sparkling rosé NV and the sparkling NV. These are really fun, and they’re now at Glastonbury and Silverstone.” These cans, alongside the patent-pending Eco SIP pouches, represent a bold new chapter in how wine can be enjoyed.
“These Eco SIP pouches are single-serve tasting packs,” he explains. “Inside the branded box is literally a silver pouch, which is well sealed. The individual responsible for this innovation has a patent pending on the filling and packaging techniques.”
David’s excitement is palpable when he talks about this “very hot-off-the-press stuff.” The packaging offers unparalleled convenience while maintaining the quality and freshness of the wine inside. “I got one exactly (?), and it’s fun,” he says with a smile.
When asked about the technical challenges of translating Zeno’s high standards into these new formats, David doesn’t shy away from the complexity. “It’s not that easy, but you have to be careful and have a good team,” he admits. “We looked at a number of canning operations and found one in Spain. We didn’t want to transport the bulk wines very far.” The chosen facility is accredited to BRC, HACCP, and other rigorous standards, ensuring the quality and safety of the final product.
“We wanted to pressurise the cans to similar higher pressure as our bottled sparkling wines to get a really fine bead and mousse - that luxury look you get in a nice glass of sparkling or Cava,” David continues. “Most canned sparkling wines are done at lower pressure and get big bubbles like soda water. We had to test and get the pressure as high as possible without the cans exploding. It was challenging, but we got there in the end.”
As for the pouches, David emphasises their stability and quality. “Over six months of trials, the acidity, sweetness, and structure were all held together perfectly. The technology of the pouches and filling is improving all the time, but the wines themselves didn’t need tweaking.”
He adds a practical note on shelf life: “The cans have a relatively short shelf life - about 18 months. We want them moving between 6 to 12 months. It’s not scientific, but better they’re drunk younger because they’re a convenience product. Bottles will always go the extra yard, but that’s obvious.”
David’s passion for pushing boundaries in packaging mirrors Zeno’s broader mission to innovate without compromise. This fresh approach is evident in Zeno’s collaborations and presence at major events. Being featured in the alcohol-free drink line-ups at Glastonbury’s VIP area and Silverstone’s Grand Prix showcases how the brand is redefining how and where alcohol-free wines can shine.
Beyond the bottle: A vision of virtue and experience
Zeno is more than a product; it's a movement toward virtuous drinking and celebrating the balance between enjoyment and well-being. “We call our team the Wines of Virtue team because Zeno is all about virtues,” David explains. “Zeno was an ancient Greek philosopher who had four virtues: wisdom, courage, moderation, and justice. We’ve made those visuals as symbols on our packaging. It’s all about virtuous drinking.”
The journey has been one of perseverance and passion. “It’s actually really emotional,” David admits. “When Will and I head over to the winery to bottle a new vintage or new labels, as soon as the bottling line starts, we both get really misty-eyed. It’s been such a journey and such a risk. There were times when we thought we’d never get there.”
The risks have been matched by rewards, both in product and reception. As the alcohol-free category gains momentum globally, Zeno continues to push forward with innovation and refinement. “We’re now working on different yeasts and techniques for more sophistication. We plan to release a barrel-fermented Tempranillo this autumn, with real gastronomic style and complexity.”
David’s vision is clear: “We want people to open a bottle on a warm evening and have guests say, ‘Oh gosh, that’s really lovely,’ before they even know it’s alcohol-free. When they find out, that’s the moment I love. It’s gratifying.”
Zeno wines are crafted for moments of joy, connection, and mindful enjoyment. Whether it’s glugging rosé by the pool or savouring a glass at a dinner party, they offer liberation from compromise.
“People joke on social media that with Zeno, you can make it to dinner when you’re away without the walk of shame or bad dancing on Instagram,” David laughs. “It’s liberating.”
In a world where moderation is no longer a compromise, Zeno stands as a masterful example of innovation, passion, and virtue, offering alcohol-liberated wines that elevate the experience, from the sun-kissed vineyard to the glass.
This October, Zeno’s founder, David Hodgson, will take to the stage at London Packaging Week to share his insights on how design, innovation, and storytelling are shaping the future of the NoLo category. His session, part of a broader programme featuring more than 70 expert speakers across the luxury, beauty, drinks, and FMCG industries, will explore the role of packaging in changing perceptions and elevating alcohol-free experiences.
London Packaging Week takes place on October 15 & 16, a two-day celebration of creativity and craftsmanship in the world of brand storytelling. For anyone interested in the evolution of conscious drinking, sustainable design, or the future of wine itself, it’s a conversation not to miss.