Just Drinks

Bodegas Muga owner backs new non-alc wine brand Paragraph

Paragraph's first product is an under 0.5% abv Spanish Tempranillo red wine, which is dealcoholised using low-temperature vacuum distillation.

The family behind Spain's Bodegas Muga is backing the launch of alcohol-free wine brand Paragraph.

The brand was founded by Switzerland-based executive Steve Arora, winemaker Duncan Shouler and Spain’s Familia Muga, a “strategic partner” and the family that owns the Bodegas Muga business.

Arora told Just Drinks Paragraph is an independent business and the Muga family is “one of the shareholders” in the company.

Paragraph's first product is an under 0.5% abv Spanish Tempranillo red wine, which is dealcoholised using low-temperature vacuum distillation.

The liquid for the wine is sourced from vineyards and wineries in Spain but the sourcing, blending as well as "winemaking decisions" are led by chief winemaker Shouler, Arora said.

Shouler formerly headed up winemaking at New Zealand wine business Giesen, which has launched a range of non-alcoholic products.

The Muga family is also involved in the tasting and blending of the Paragraph range.

The brand is being launched initially in the US, the UK, Spain, Switzerland and Iceland. It is being targeted at wine importers, fine-wine retailers, restaurants and hospitality venues.

It is also 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”.

He added: "Over time, we expect to expand into additional markets where there is strong wine culture and growing consumer interest in moderation."

Arora said 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, 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."