Innovating Wine for Every Occasion: A Conversation with Luke Hemsley, Founder of Wednesday's Domaine. 

At Reserve Wines, we’re always on the lookout for passionate creators redefining the world of wine. Today, we’re thrilled to sit down with Luke, the visionary founder of Wednesday’s Domaine. Known for crafting exceptional non-alcoholic wines that don’t compromise on flavour or quality, his journey is one of innovation, sustainability, and a love for wine culture. 

In this Q&A, Luke shares the story behind the brand, the inspiration for his unique approach, and what makes his creations perfect for any occasion. Whether you’re a devoted wine enthusiast or exploring alcohol-free options, this interview offers a fresh perspective on what’s possible in the wine world. 

Let’s dive in! 

Luke Hemsley: Thank you that’s so nice to hear because we’ll cover it later, but that is the essence of the brand! I’ve always been drawn to entrepreneurship and creating products that bring joy to people. I started my career in a space that was nothing to do with wine, I was a trader for a few years before realising it was the worst way to learn how to set up a business. So from there, I joined a couple of start-ups and worked alongside an incredible entrepreneur who taught me everything about running and scaling a business. It was then that I realised I wanted to set up a business and put the framework around it rather than just tell people I wanted to. 

During COVID, I realised how important physical products and delightful customer experiences were to me. Spending time with family, I noticed the routine of evening drinks wasn’t sustainable. The growth of alcohol-free beers and spirits impressed me, but when I turned to wine, the options were disappointing - poor branding, lacklustre customer experience, and terrible taste. That’s where Wednesday’s Domaine was born: to offer a great-tasting, beautifully branded, alcohol-free wine. 

We want to fill the gap for those who enjoy wine but are looking to moderate their alcohol intake, particularly midweek. 

RW: What challenges did you face when developing the product? 

LH: Almost everything about this journey has been challenging. I was naive about how hard it would be. The two main approaches to making non-alcoholic wine are ‘top-down’—de-alcoholising wine, which often results in sugary, one-dimensional products—and ‘bottom-up’—blending juices, ferments, and spices, which can lack the essence of wine. 

At Wednesday’s Domaine, we use both methods. We start with an alcoholic wine, de-alcoholise it using advanced technology, and blend in natural ingredients to restore body, flavour, and complexity. This balanced approach gives our wine its unique quality. 

RW: How do you capture the essence of wine in a non-alcoholic product? 

LH: Wine is more than just alcohol - it’s about the ritual. From uncorking the bottle to pouring a glass, these moments set the tone for relaxation and connection. We focused on maintaining these cues. For example, all our bottles have corks to replicate that sensory experience. It’s about making the non-alcoholic option feel just as special as the traditional one. 

RW: What excites you most about the non-alcoholic wine category? 

LH: The adoption of non-alcoholic products is growing rapidly. I believe 2025 will be the year non-alcoholic wine enters the mainstream. We’re not trying to demonise alcohol - we’re offering better options for certain moments. 

It’s exciting to see a shift where people no longer question whether someone’s drinking. At a recent family christening, our guests enjoyed both alcoholic and non-alcoholic wines without distinction. That’s the future we’re working towards - where inclusivity and choice are the norm. 

RW: What’s your goal for the category and Wednesday’s Domaine? 

LH: The category has a poor legacy. Many assume all non-alcoholic wines are sugary or taste like grape juice. Raising awareness and appreciation is crucial. We need more shelf space and visibility to show consumers that high-quality non-alcoholic wines exist. 

For Wednesday’s Domaine, our focus is slow, sustainable growth. We aim to integrate into people’s lives and elevate the perception of non-alcoholic wine. It’s about creating products that fit naturally into social occasions and daily rituals. 

RW: What’s your favourite wine from the range? 

LH: We have a lighter-bodied red called Sanguine, which is tempranillo and then we have a heavier red called Vignette, which is a blend of an oaked Petit Verdot and a lively Tempranillo. And the reason we have two reds is that when we were tasting through all the alcoholic base wines to produce these products we found a 16 and a half percent Petit Verdot that the winemaker didn't know what to do with because they were saying, ‘a lot of people don't want to drink 16 and a half percent wines’. 

When you taste it, you literally get a headache. I mean, it's a big, bold, bear wrestle of a wine. So we decided that one of the most underserved consumers in an alcoholic space is, is that kind of heavier red wine drinker, more than likely a slightly older, slightly more traditional male, who may be looking to cut back a little bit. So, we brought that into the range. Now, the reason I'm telling you this is Vignette, the heavier red, and Cuvée, our rosy sparkling, get all the love, they get all the attention from people, they're the kind of stars of the show. But I love Sanguine, which is our lighter red, it drinks more like a Pinot kind of in keeping with that style if it is your personal preference. 

I really do love what I’m doing, it incorporates so many different areas of my life that I love. If I think about getting together with friends at the weekend, what are we talking about? We're talking about pubs, we're talking about restaurants, we're talking about travel, wine, beer, food. So basically, I spend my whole day doing that anyway and essentially Wednesday's Domain at its core is helping people to have a good time, facilitating people, getting together over a glass and a meal. I really wouldn't change it for the world. 

RW: Let’s talk food and wine pairings, are there any that you particularly enjoy? 

LH:Sanguine is a very versatile kind of party wine, you know, it's equally as good as a nice meal at home with mild, spicy flavours or a bag of crisps on the sofa. Crisps and wine are such a great combination! A crisp white wine and bowl of pasta is a timeless combo or equally goes well with anchovies or sardines. Recently, I’ve been leaning more towards orange wines when you’ve got a food that’s maybe a little bolder, bigger in flavours, because it stands up to it really nicely. 

RW: What advice would you give to someone starting their own business? 

LH: You don’t need all the answers to start. I waited a long time for the ‘perfect’ moment, but it doesn’t exist. Be comfortable with uncertainty and embrace the chaos. You have to be okay with the fact that something will go wrong. I think there’s a lot in the analogy of surfing the waves of life.

When you are surfing, you have to kind of just embrace it and know that you're at the top basically at nature's mercy and you've kind of got to find a way to make the most of that. You know get there's loads of things that when you're running a business you can't control so you have to be comfortable with that and go with it basically. 

It's also about doing small things consistently rather than waiting for big, showy wins. 

RW: Lastly, what’s your go-to wine for hosting? 

LH: What we have at home is split up into two camps.We have the more traditional wines that someone coming over is expecting to find, and then I kind of have the experimental something interesting if friends are into wine and willing to try something new. 

For whites, I love Assyrtiko - crisp and versatile. For reds, it’s lighter styles like Pinot Noir or Beaujolais. I’m also a fan of sparkling wines, which are perfect for celebrations or casual evenings. We had an Italian red sparkling recently that we loved in the summer. Lightly chilled, it was absolutely beautiful. 

Of course, Wednesday’s Domaine always makes an appearance, whether it’s our lighter red, Sanguine, or our rosé sparkling, Cuvée. I’ve started trying out ways to blend them to have a bit of variety. 

My wife, Hannah absolutely loves champagne. She has good taste. People assume that that has to be really expensive, that you can only have it with a celebration. There's a huge amount of very reasonably priced champagnes and French sparkling wines out there for £30-£40 that are really top notch. 

The other thing that we have a lot of at this time of year in our house is mulled wine. We host a winter barbecue every year called Mullers and Bangers, which is two things: mulled wine and sausages. That's coming up in a couple of weeks, we've got a load of mulled wine stashed away in the living room currently. It's my wife’s idea, her and her old housemate started it 10 plus years ago and I was just always doing the barbecue.  Now we're married and have our own home, I’m the chief barbecuer, head chef! I have to say I was not one of the original founders, I came to the party late and that’s a point always clarified when we’re all together. 

Luke, it’s been a pleasure chatting, enjoy your bangers and mash party and the Christmas celebrations! I’ll be toasting with a glass of sparkling Eclat.

Not drinking? No problem...discover the alcohol-free range here.