Because the future of wine culture needs credibility, curation, and community.
When Hannah and I stepped into our leadership roles at Boisson earlier this year, one thing became clear: non-alc wine is by far the biggest mover online. The consumer demand is undeniable. And yet, outside of eComm, it’s still the least represented, especially on-premise.
That gap mattered to us. We’ve both spent years building clubs that bridge discovery and education:
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I founded MYSA Natural Wine and grew it to millions in sales without any outside investment.
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Together in 2022, we launched a value club, scaling from 0 to 1,000 members in just three months.
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Hannah has refreshed legacy names like California Wine Club, Gold Medal Wine Club, and Wine of the Month.
So when we thought about what was missing in non-alc wine, the answer was obvious: a club that actually felt credible and curated.
That’s where André comes in.
André isn’t just any sommelier—he’s one of the most respected voices in the wine world, full stop. And while beer has seen non-alc options earn credibility, wine has struggled: too many versions miss the mark and turn consumers off before they can discover the good stuff.
André changes that equation. He’s been a pioneer in bringing non-alc wines to the table in his restaurants, and he knows exactly how to separate the wines worth drinking from the ones that won’t deliver. His curation means members don’t just get a box, they get confidence that what’s inside is excellent.
That’s why we created the Boisson x André Hueston Mack Non-Alc Wine Club:
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Four curated bottles every month that balance variety and quality.
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Tasting content and IRL events to help members deepen their experience.
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Exclusive access to launches, add-ons, and community gatherings in NYC and beyond.
If there's anything in this world Hannah and I know well, it's wine clubs. And if there were ever a part of the wine world that needed epic curation right now, it's the non-alcoholic space. So here we are, excited to facilitate this connection of non-alc wine explorer with the most worthy guide out there. We would love to have you!
The club officially launches with a kick-off party at Fabrik Tribeca on October 8th.
👉 Sign up for the Boisson x André Hueston Mack Non-Alc Wine Club
Because this category doesn’t just need more options—it needs the right ones, chosen by people you trust.
