Non-Alc Winemaker Oddbird Wants To Shape A New Drinking Culture

In the rapidly evolving landscape of non-alcoholic beverages, Oddbird wants to raise the bar for alcohol-free wine.

Founded in 2013 by Moa Gürbüzer, a seasoned family therapist, Oddbird’s mission transcends beyond creating high-quality non-alcoholic wines. Rather, the company wants to reshape societal attitudes toward alcohol consumption and promote a healthier, more conscious lifestyle.

And the timing couldn’t be better as consumer interest non-alc spirits continues to rise.

The non-alcoholic drinks market is expected to hit $162.1 billion in revenue by 2024, according to Statista, estimated to reach $275 billion by 2029. The U.S. market is leading the way, with sales expected to reach nearly $86 billion in 2024 alone.

And while wine industry sales are a mixed bag right now, non-alcoholic beverages are the only drinks category that saw a noticeable increase in consumption during the first half of 2024, according to a recent market study by beverage industry market research firm IWSR.

Inspired By Experience

With over twenty years of experience as a therapist, Moa witnessed the recurring and devastating effects of alcohol on families, particularly on children.

“My first and last day [as a therapist] was basically the same, even though they were almost 30 years apart,” she tells Forbes. “It was the same children who were hurt, scared and deeply affected by their parents’ drinking.”

This realization fueled her desire to break the cycle of alcohol-related harm, leading to the creation of Oddbird. Her goal was to offer an alternative that could liberate people from the negative effects of alcohol while preserving the enjoyment and complexity of traditional wine.

Unlike some producers who merely de-alcoholize outsourced wines, Oddbird crafts and ages its wines for up to 12 months before using a proprietary vacuum distillation process to remove the alcohol.

This method, as explained by Mehmet Gürbüzer, chief operating officer of Oddbird’s European business and CEO of Oddbird’s U.S. operations (and Moa’s son), stresses that the wines retain their complexity and authenticity.

“The alcohol removal process is a very small part of the puzzle,” Mehmet says. “Most of the magic happens in the winemaking step. It is what you put in the process that decides the outcome rather than the process itself.”

By carefully selecting the highest quality grapes and rigorously controlling the winemaking process, Oddbird’s leadership says that every bottle reflects the true essence of its origin, offering a genuine wine experience without the alcohol.

Currently, Oddbird’s zero-proof wine offerings include a sparkling rosé, a blanc de blancs sparkling white wine, and a merlot-pinot noir red wine blend.

The company says it has already seen 350% year-over-year growth from this time last year, reflecting the wider trend among consumers with shifting drinking habits and the increasing demand for non-alcoholic options. Gürbüzer attributes this success to a growing awareness of health and wellness, as well as the brand’s dedication to quality craftsmanship. “We value our time, mental health and relationships more,” Mehmet says.

Mehmet believes that every bottle of Oddbird wine sold contributes to creating a positive change in drinking culture, reducing the negative impacts of alcohol. “For every wine we sell, we believe that we create a positive shift in our drinking culture, and that in turn will lead to fewer children negatively affected by alcohol,” Mehmet says.

Looking ahead, the brand plans to expand its product offerings (including the release of a non-alc orange wine), collaborate with similar-minded business partners and drive its mission of responsible consumption further. Gürbüzer envisions a future where society takes greater responsibility in creating safe environments for all, especially for children.

“Our goal is that the number of children harmed by alcohol is zero,” Mehmet says.