A Week in the Life of a Non-Alcoholic Advocate

Well, let me start by clarifying that there isn’t really such thing as a “typical” week in this space.

But most of my days start the same way — a trip to the gym, followed by a walk with my two dogs. A bit of fresh air before everything begins. I’ve found that having that routine helps reset things before the day takes shape.

After that, every day looks a little different.

Some are spent at my desk, working through plans, emails, and calls. Others start on a train or in my car, heading somewhere new with a bag full of clinking bottles. Quite often, I’m spending time with people who, for their own reasons, are choosing not to drink — or are simply curious about doing things differently. Then there are the people completely 'new' to non-alc, often new business connections or hospitality managers, who are taking their first steps into this exciting new category...and perhaps looking for some insight and guidance on where and how to get started.

Across all of it, ultimately I see my role as advocating for a better experience when people choose not to drink alcohol. In whatever way I can.

Starting the Week

The week usually begins with a reset.

We’ll have a sales team call to check in — what’s happening, what’s working, and where we need to focus next. I always find those moments helpful, especially when things are moving quickly, as they often are in the world of non-alc!

And, without fail, I’ll spend time on the phone with Alex.

It’s usually an hour or two each day. Sometimes structured, sometimes not — talking through ideas, working through challenges, or just trying to make sense of how quickly this category is evolving. Running a business across continents comes with its moments, but those conversations keep everything aligned.

Most of the time, those calls are focused on the business. But not always.

We’ve known each other for over 20 years, so there’s always plenty to talk about beyond work. Sometimes we make a conscious decision to shift the conversation — to catch up properly, talk about life, and take a bit of a break from everything else.

I’ve found those moments just as important. They bring perspective back, and often leave us feeling more refreshed than trying to push through another business conversation.

Alongside that, there are regular conversations with our producer partners.

We cover everything from product development and forecasting to label compliance, orders, new listings, and promotional plans (...and I can't tell you how many conversations I've had about corks!). But just as importantly, we share what we’re hearing from our customers and the wider community.

I feel like we sit in a unique position — between producer and consumer — and part of our role is helping bridge that gap, and connect the dots between customers/community and producers. It's a role I take seriously, and value a lot. Being able to share insights on many things:

What people are enjoying.What they’re struggling with.What they’re still looking for.

And, of course, we’re also always exploring what’s next — often speaking with new producers, receiving and tasting new samples, and asking ourselves whether something genuinely adds value to the category. The discovery side of our mission is hugely important to us, and a big part of what we do and what sets us apart (in my humble opinion). Just take a look at my kitchen table...often crammed with sample bottles and shipping boxes, and you'd get the idea!

Out in the Field

By midweek, I’m often out with our hospitality partners.

This week in particular, that meant travelling to the The Greenway Hotel & Spa in the Cotswolds, where we’ve been working with Luke and the team to build a more considered non-alcoholic offering across the property — from the bar to the restaurant to the spa.

I spent the day running a training and tasting session for the team.

We talk about the wines, of course — how they taste, why they're different, how they sit on a menu, and how they can be recommended. But over time, I’ve realised that landing great products is really just the first step.

The part that makes the biggest difference is the people.

How people are greeted. How a drink is introduced. How it’s described. How confident someone feels recommending it.

That’s what shapes the experience for the guest. And that’s why these training sessions are so important to us.

They’re not just about product knowledge — they’re about helping teams feel confident, informed, and genuinely engaged with what they’re serving.

Because when that happens, it translates directly into a better customer experience.

We spend a lot of time talking about the customer during these sessions.

Who they are.Why they might not be drinking.What kind of experience they’re hoping for.

Because it’s rarely one type of person.

It could be someone taking a break, training the next morning, pregnant, sober, or simply curious.

I often share my own experiences in these sessions — what it’s felt like, at times, to be offered something that clearly hasn’t been thought about intentionally, and how different it feels when it has.

Personally, I don’t think it takes huge changes. Often it’s just about how something is offered, how it’s described, and whether it feels like a considered part of the experience. All contributing the the important mission of making hospitality more inclusive - something we care about passionately.

We’ve also learned to deliver these sessions in different ways.

Sometimes Alex is in the UK and we’re there together. Other times, I’ll travel there in person and he joins remotely from Canada — contributing to the tasting and conversation in real time.

It’s something we’ve refined over time, and it allows us to stay flexible while still delivering a consistent experience. Because ultimately, what we’re trying to do goes beyond sourcing and delivering great products.

It’s about how those products are experienced, by the people enjoying them.

Behind the Scenes

Other days are quieter, often spent working closely with our marketing team.

We focus on how people discover non-alcoholic wine — what they see first, what questions they have, and how easy it is to navigate everything.

Because for many people, that first experience happens online. And if it feels confusing or overwhelming, it’s easy to lose confidence before even taking a first sip.

We also spend time responding directly to customer emails and enquiries — helping people choose, answering questions, guiding them through orders, or pointing them towards places they can buy locally.

Those interactions might seem small, but I think they really matter. We are our business, after all - so these personal interactions are what makes Vino Zero different, and keep us grounded in supporting the people who support us.

The Everyday Reality

Not every day is outward-facing.

Some are spent working through logistics (so much logistics!) — speaking with warehouse teams, tracking stock, and making sure everything is where it needs to be. We couldn't do what we do without these amazing 'back-end' people, and our appreciation of their hard work is hard to overstate, to be honest.

Then there’s also the day-to-day running of the business:

Catching up with our bookkeeper or accountant.Updating spreadsheets and working through pricing.Submitting invoices. Processing new orders....

And sometimes, that includes doing local deliveries myself — dropping off orders to nearby partners we work closely with.

It’s not always glamorous, but it’s essential...and I secretly love the chance to drop in and have a little natter with some of my favourite customers (especially the ones who sell cheese!) And, occasionally, these deliveries may have also turned into a chance to take a quick visit to the hotel spa...all for market research, of course. We have to see the 'products-in-place', after all ;)

Midweek Reset

Evenings during the week are usually quite simple for me, and that's just how I like it.

Another walk with the dogs. A bit of quiet time, or a quick trip to my local sauna. Maybe also some trashy TV and a bag of Cadbury buttons...we all have our guilty pleasures, right?

And for mid-weel drinks? Well, I’ve found myself reaching for something lighter midweek — lately, that’s been a Franka Nordic Aperitif. It’s fresh, slightly bitter, and feels like a good way to pause without overthinking it, especially after a sauna visit. Makes me feel so 'hygge'...lol.

Community

This particular Saturday (yes, we often work weekends), I travelled to Birmingham for the 10-year anniversary of The Sober School — a community we’ve been closely connected with since the early days of Vino Zero.

Founded by Kate Bee, The Sober School has built a really supportive and empowering space for people — particularly women — who want to change their relationship with alcohol in a way that feels positive and sustainable. 

What I’ve always appreciated is their approach.

There’s no pressure, no judgement, and no rigid definition of what sobriety should look like. Instead, it’s about helping people feel more in control, more confident, and ultimately more comfortable in their own choices. It is also about community - one big, supportive community.

That aligns very closely with how we think about things.

We’ve partnered with Kate over the years, co-hosted events together, and grown alongside their community. So being part of their 10-year anniversary felt genuinely special for me.

I spent the day pouring wines, chatting, and listening.

Those spaces always feel grounding.

There’s a real openness — people sharing where they’re at, what they’re looking for, and what they’ve found challenging.

And something I hear often is that people aren’t necessarily looking for a substitute — they’re looking for something that still gives them a proper experience. One rooted in genuine connection and grounded in sobriety and presence.

Being able to show up for that lovely community, and be part of those conversations, is something I am priviledged to be invited to, and will always find time for.

Slowing Down

Sunday tends to be slower.

Time outside, cooking, and spending time with family — especially my young nieces, which always brings a bit of perspective.

In the evening, I come back to a simple ritual.

A walk with the dogs. Lighting the fire. Letting the day slow down properly.

And pouring a glass of something I genuinely enjoy — at the moment, during cold winter evenings, that’s often DIVIN Vigneron Pinot Noir. It’s become a bit of a go-to, especially at the end of a full week....and Pinot Noir, I have discovered, is my favourite varietal.

Why It Matters

Running a small business comes with its ups and downs - so many, often in the same hour!

Some weeks feel like everything is moving forward. Others feel slower, or more uncertain.

But I’ve found that coming back to why we started helps with that.

For me, it began a few years ago, during my own sober journey.

At the time, finding good non-alcoholic wine wasn’t easy. I didn’t want to feel limited, or like I had to compromise on the taste or experience.

I still wanted to go out, to enjoy a glass of something, and to feel included.

I think that’s what we’re trying to build now.

Better products.Better availability.And better experiences around them.

That's what our advocacy is all about.

And I don’t think this shift happens overnight.

But I do think it’s happening — in conversations, in small changes, and in the way people start to think differently about what’s possible.

And sometimes, it shows up in a simple moment — when something in the glass just feels right.

So that's a glimpse into a week of my life. The exciting, the mundane, the slow but real progress. But I love what I do, and what we are building with Vino Zero. So, next week I get to do it all over again...and who knows what, or where, I'll find myself doing!

Fi