Paragraph, a new alcohol-removed wine brand backed by the Muga family, has launched in the US and Europe.
In a statement, the company said the brand was founded by Switzerland-based executive Steve Arora, winemaker Duncan Shouler and Spain’s Familia Muga, a “strategic partner” and the family which owns the Bodegas Muga business.
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Arora told Just Drinks Paragraph is an independent business and the Muga family is “one of the shareholders” in the company.
In the statement, Eduardo Muga, a member of the Muga family, said: “We believe in innovation and evolution, matched with tradition and heritage. What convinced us is seeing that the quality, craft, and technical precision is evolving to a level where serious alcohol-removed wine is possible. We are excited to be partners in the launch of this new brand.”
Based in Spain’s Rioja region, Bodegas Muga was founded in 1932 by Isaac Muga and Aurora Caño. The family-owned business has a portfolio of white, red and rosé wines which it sells to global makrets, including the US and UK.
Paragraph’s first product is an under 0.5% abv Spanish Tempranillo red wine, which is dealcoholised using low-temperature vacuum distillation.
The group sources the liquid from vineyards and wineries throughout Spain but the sourcing, blending as well as “winemaking decisions” are led by the group’s chief winemaker Shouler, Arora said.
Shouler formerly headed up winemaking at New Zealand wine business Giesen.
The Muga family is also involved in the tasting and blending of the wines, as well as “validating final profiles”, Paragraph said.
The brand launches initially in the US, UK, Spain, Switzerland and Iceland.
According to the statement, distribution will target wine importers, fine-wine retailers, restaurants and hospitality venues.
It is also currently available direct-to-consumer through its online shop in the US and Spain.
Explaining the choice of initial markets, Arora said “each market combines a strong wine culture with growing moderation trends and consumers who are increasingly seeking premium alcohol-free alternatives”.
The company plans to focus first on these five markets. “Over time, we expect to expand into additional markets where there is strong wine culture and growing consumer interest in moderation,” Arora said.
Arora told Just Drinks the group’s “approach to distribution is intentionally selected and measured”, with a focus on “quality of placement and long-term brand building over rapid expansion”.
In the statement, chief winemaker Shouler added: “Creating an authentic alcohol-removed wine that reaches the expectations of those who really appreciate wine, is arguably one of the most technically demanding disciplines in modern winemaking.
“I believe that Paragraph achieves this and is an exciting new chapter in the story of wine.”
