Not Guilty

The approach works. Rather than mimicking premium wine aesthetics, Not Guilty leans into a playful, slightly cheeky identity that feels more at home on a picnic blanket than a sommelier's table.

Production uses spinning cone technology, a gentle method that removes alcohol at low temperatures while keeping fruit flavours intact. The result is a range that tastes like actual wine rather than grape juice with ambition. Their Pinot Grigio carries fresh green apple and pear notes, while the Red Blend delivers berry richness with vanilla oak warmth.

The range has picked up gold medals at international wine competitions, including recognition from the International Wine & Spirit Competition and the World Alcohol-Free Awards. For a relatively young AF wine range, that's solid credibility.

In the UK, you'll find Not Guilty at major supermarkets including Tesco, Morrisons, and Asda, plus Amazon. Pricing sits at the accessible end of the market.

The brand specifically targets Gen Z and younger millennials, a demographic where non-drinking is increasingly common. Not Guilty meets them where they are: no lecturing about health benefits, no apologising for being alcohol-free. Just decent wine that happens to have zero booze.