Chris Becker’s Better Rhodes began as a small venture with a mini-fridge of alcohol-free beverages in Madison, Connecticut. Since its founding in 2018, the company has evolved into a dominant player in the alcohol-free wine and spirits market. By 2024, Better Rhodes was fulfilling over 2,000 monthly orders and had sold tens of thousands of cases of wine and beer, expanding its reach to Amazon and small businesses alike. Becker’s expertise has garnered attention from media and global restaurant chains, cementing the company’s position in the growing sober-curious movement.
Better Rhodes recently secured a significant deal to sell its proprietary brands, Wander + Found non-alcoholic wine cans and Sir James 101 ready-to-drink cocktails, at Duane Reade and Walgreens locations in New York City. This move capitalizes on New York’s unique liquor laws, which allow non-alcoholic beverages to be sold in drugstores but not in liquor stores. With small displays in over 60 Manhattan stores, Better Rhodes offers convenient options for city shoppers, reflecting the mainstream acceptance of the non-alcoholic category.
Connecticut’s Role in the Sober-Curious Movement
Connecticut has become a hub for the alcohol-free beverage market, with Better Rhodes and Athletic Brewing leading the charge. Nielsen data reveals that most buyers of non-alcoholic products also purchase alcoholic beverages, indicating the crossover appeal of these products. Consumers in this category spend more on alcohol overall, showing that the sober-curious movement complements rather than competes with traditional alcohol consumption.
The non-alcoholic wine and spirits sector is innovating rapidly, catching up to the decade-long advancements seen in non-alcoholic beer. Better Rhodes is partnering with a Danish technology company to create wine that is fermented without producing alcohol, eliminating the need for alcohol removal. This new approach promises better flavor and quality, with upcoming products like non-alcoholic sangria in development.
Industry Acceptance: Shifting Perceptions Among Experts
Skepticism toward non-alcoholic beverages persists, particularly among wine enthusiasts who view de-alcoholization as unnatural. However, Better Rhodes has made strides in changing this perception. Collaboration with BevMax, a major wine and spirits retailer, has brought credibility to the segment. Wine experts like Bill Berkoff acknowledge the potential of alcohol-free wines to fill a gap in the market, offering flavorful, low-calorie alternatives.
Better Rhodes is set to launch a new wine brand that prioritizes quality by fermenting grapes without producing alcohol. This next-generation product aims to outperform juice-based non-alcoholic wines while maintaining affordability. With its proprietary brands now available in major retail chains and online, Better Rhodes continues to lead the non-alcoholic revolution, proving that the sober-curious trend is here to stay.