45% of adults are drinking less — these Napa pros crafted bottles that keep the ritual

As nearly half of U.S. adults say they’re actively trying to drink less, the non-alcoholic aisle has become crowded with options that promise ritual without consequence.

The problem is that many of them taste like cough syrup or some other kind of compromise. Wine, in particular, has historically struggled in this category. As a professional product tester, I can attest to my own disenchantment with non-alcoholic wine, to the point that I’ve covered it maybe once before.

You can remove the alcohol, but can you preserve structure, aroma and the layered character that makes wine worth pouring in the first place?

Missing Thorn is betting that you can. Co-crafted by award-winning actual winemaker Aaron Pott and Napa Valley vintner Stephanie Honig, the brand approaches dealcoholized wine as a continuation of tradition rather than a shortcut around it just to hit current trends.

Both founders built their careers in serious wine, so this pivot came about as an acknowledgement of the current cultural shift. Younger consumers aren’t rejecting the ceremony, beauty, and real benefits of wine; they’re rejecting the all-or-nothing nature of alcohol itself.

As a budding vitner myself, I also believe wine should be defined by its purpose — connection, flavor, presence at the table — not just ABV. Missing Thorn uses traditional winemaking techniques first, then (gently) removes the alcohol to preserve aromatics and structure. The goal is to maintain the depth, tannin profile, acidity, and textural cues that make a Bordeaux hold up as a Bordeaux should, and a Riesling feel lifted and bright rather than sugary and flat.

The lineup spans five expressions, each positioned as a premium alternative rather than some kind of placeholder.

Missing Thorn

Missing Thorn

The Red Bordeaux Blend ($29.99) leans into dark fruit structure, with blackberry, black cherry, and cassis layered against secondary notes of mocha. It is built to echo the weight and backbone you expect from a classic blend, making it an option for steak dinners or slow-braised mains where you want tannin and depth without the late-night consequences.

The White Riesling ($24.99) presents bright aromatics of white nectarine, pear, and citrus blossom. It reads clean and lifted, with the acidity doing the heavy lifting that alcohol typically supports. It is designed for seafood, lighter fare, or simply as a chilled pour that doesn’t feel like an afterthought.

The Sparkling White Riesling ($29.99) layers tart citrus, underripe pear, and green melon with minerality and a faint herbal edge. It is positioned as crisp and structured, not syrupy, with enough backbone to pair alongside food rather than sit apart from it.

Finally, the still Rosé Zinfandel ($24.99) is dry and crisp, with fresh red berries, pomegranate, and a hint of blood orange. It is built for warm-weather dinners, outdoor gatherings or any moment where you want a glass in hand without recalibrating the rest of your evening.

At a time when moderation isn’t niche but mainstream, Missing Thorn is endeavoring something ambitious: keeping the ritual intact while removing the trade-offs. For consumers who still care about terroir, tannin, and thoughtful craftsmanship, but also care about sleep, clarity, and longevity, the category may finally have an answer that tastes like wine first and an absence of alcohol second. And it’s in my cart for sure.

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This article was written by Kendall Cornish, New York Post Commerce Editor & Reporter. Kendall, who moonlights as a private chef in the Hamptons for New York elites, lends her expertise to testing and recommending cooking products – for beginners and aspiring sous chefs alike. Simmering and seasoning her way through both jobs, Kendall dishes on everything from the best cookware for your kitchen to chef-approved gourmet meal kits to the full suite of Ninja appliances. Prior to joining the Post’s shopping team in 2023, Kendall previously held positions at Apartment Therapy and at Dotdash Meredith’s Travel + Leisure and Departures magazines.