The world’s oldest wine club is celebrating its 150th anniversary with a non-alcoholic wine

What exactly is a Wine Club?

The Wine Society was founded in London in 1874, when during the International Exhibition at the Royal Albert Hall, a parcel of Portuguese wine lay forgotten in storage.

The Portuguese growers who’d gone to a huge effort to ship their wines for this global showcase were, understandably, very upset that it had seemingly gone to waste. To avoid a diplomatic incident, action needed to be taken to ensure that the wines got their spotlight.

The Royal Albert Hall architect, Major-General Henry Scott, teamed up with R. Brudenell Carter, an ophthalmic surgeon, to create a series of special lunches. There, the Portuguese wines were tasted, much to everyone’s delight. Their success was so great that it became a permanent organisation, a special club for wine lovers to try the best international wines at the fairest prices.

Today it’s a co-op where each member owns a share. Because they don’t need to bend to external shareholders, The Wine Society can instead put their profits back into fair prices and services for both the people make the wine – and the people who drink it!

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Embracing new trends

Just as Scott and Carter brought the forgotten case of Portuguese wine up from the lower decks of The Royal Albert Hall and out into their dazzling luncheons, the good people at The Wine Society today are bringing this small business to the spotlight. 

For their 150th anniversary, The Wine Society’s Generation Series looks at what the future holds for the wine industry, and they’ve paired up with us, Three Spirit, to show how diverse and delicious the no and low category has become.

What’s so special about this ‘Botanical Brew?’ 

This is no grape juice; the Botanical Brew (better known as Sharp to Three Spirit fans) is made with cold brewed botanicals, teas, and fruits. It’s lively and crisp with hints of apple-blossom and herbal notes. The taste is not an imitation of wine, but a reminiscent alternative – with a twist; this wine is like the anti-hangover. Full of electrolytes, amino acids, vitamin D and vitamin C, it also contains English manuka leaf, clary sage, nettle leaf and California poppy to really refresh your mind and body.

Three Spirit has a history of extensive research and development, going the extra mile to create an alternative, bold taste in their drinks instead of a straightforward imitation spirit or de-alcholized wine. Their award-winning wines, Blurred Vines, are also featured as part of The Wine Society’s range.

By including a non-alcoholic wine in their celebrations, it proves that even the most established corners of the alcohol industry are taking note of the growing demands for the customers who cuts back. If an ancient club is platforming an alternative wine, it means the industry as a whole is warming to the non-alcoholic category. Rather than seeing it as competition, it is simply an expansion on the already varied choice customers have when it comes to their choice of tipple. 

Though steeped in tradition, The Wine Society continue to have their finger on the pulse when it comes to innovation and new trends. You can read more about Blurred Vines in our introductory blog here.

Check out the Botanical Brew on The Wine Society’s website now.