C. Mondavi and Family and Missing Thorn announce strategic partnership to advance premium non-alcoholic wine

ST. HELENA, Calif., Oct. 28, 2026 /PRNewswire/ -- C. Mondavi & Family, steward of one of Napa Valley's most storied winemaking legacies anchored in the historic Charles Krug estate, today announced a strategic partnership with Missing Thorn, a premium non-alcoholic wine brand. The collaboration marks the company's first entry into the premium non-alcoholic segment while accelerating the national expansion of Missing Thorn's distribution.

The partnership brings together two forces shaping the future of wine at a pivotal moment for the beverage industry. According to IWSR, the non-alcoholic wine and spirits segment is projected to grow at a compound annual growth rate of more than 7% through the late 2020s, outpacing many traditional alcohol categories as consumers increasingly seek moderation without sacrificing quality.

This opportunity to showcase quality in every form brings together a legacy producer with a long history of recognizing and responding to key inflection points, and a breakthrough premium non-alcoholic wine brand that challenges long-held assumptions around quality, craftsmanship, and the wine experience. Together, the companies are advancing a shared belief that the next chapter of wine will be defined not by replacement, but by expanded occasions and greater consumer choice.

"For more than a century, our Mondavi Family success has come from evolving alongside consumers while never compromising our standards for quality," said David Brown, CEO of C. Mondavi & Family. "This partnership reflects the Peter Mondavi Sr. legacy of innovation and stewardship. Missing Thorn allows us to extend that philosophy into premium non-alcoholic wine with a partner that shares our commitment to excellence."

Echoing similar values, Napa Valley vintner and entrepreneur Stephanie Honig, co-founder of Missing Thorn adds, "Missing Thorn was created for consumers who refuse to compromise. They want the elegance of wine, the ritual of sharing a bottle, and the confidence of making a mindful choice. Partnering with C. Mondavi & Family allows us to scale that vision with a team that shares our commitment to craftsmanship and long-term category development."

Missing Thorn produces premium wines with alcohol gently removed, preserving the complexity, structure, and ritual of traditional wine while meeting evolving consumer preferences around moderation. Guided by acclaimed winemaker Aaron Pott, the brand is rooted in a winemaking-first philosophy, prioritizing vineyard expression, balance, and craftsmanship to deliver a non-alcoholic wine experience that resonates with both consumers and the trade.

Rooted in more than 150 years of winemaking tradition, C. Mondavi & Family is leveraging its expertise, industry relationships, and market insight to thoughtfully evolve alongside changing consumer preferences, bringing the same commitment to craftsmanship and quality to one of the beverage industry's fastest-growing premium categories.

Through the partnership, Missing Thorn will gain expanded access to C. Mondavi & Family's established distribution network, accelerating growth across both on- and off-premise channels while maintaining its premium positioning. and expanding its presence in key markets."We believe premium non-alcoholic wine has reached a true inflection point," Brown added. "Advancements in winemaking, combined with shifting consumer expectations, are reshaping what defines a great wine experience. Missing Thorn stood apart for its uncompromising commitment to quality and its ability to deliver the structure, complexity, and ritual that both consumers and the trade expect from fine wine."

Rather than replacing traditional wine occasions, Missing Thorn expands them offering greater flexibility for consumers seeking moderation while preserving the hospitality, connection, and experience that define sharing a great bottle.

"From the beginning, our goal with Missing Thorn was not to create an alternative, but to create great wine simply without alcohol," said Aaron Pott, co-founder and winemaker, Missing Thorn. "We approach these wines with the same discipline and intent as traditional winemaking, ensuring they deliver balance, depth, and a genuine sense of place."

For C. Mondavi & Family, the collaboration reflects a broader strategic vision: embracing innovation and diversification while remaining firmly anchored in its legacy. For Missing Thorn, the partnership marks a significant milestone in its ambition to establish premium non-alcoholic wine as an enduring part of the wine industry.

"This is an investment in the future of premium beverage experiences," Brown added. "We believe the next generation of great wine companies will be defined by their ability to serve consumers across more occasions without ever compromising on quality."

About C. Mondavi & Family

Based in St. Helena, California, C. Mondavi & Family is a majority women-owned wine company rooted in family ownership, community, sustainability, and a positive company culture. Now led by the third and fourth generations of the Mondavi family, the company proudly continues a legacy of excellence and innovation in winemaking. Its diverse portfolio features both domestic and imported estates and brands—each reflecting a deep commitment to heritage, craftsmanship, and a spirit of discovery. Brands include Charles Krug, CK Mondavi, Valdo, French Blue, Aviana, and Villa Pereire.

About Missing Thorn

Missing Thorn is a premium non-alcoholic wine brand founded by acclaimed winemaker Aaron Pott and vintner Stephanie Honig. Guided by a winemaking-first philosophy, Missing Thorn begins with fully fermented wine and gently removes the alcohol to preserve the complexity, structure, and ritual associated with traditional wine. Crafted for consumers seeking greater choice without compromising quality, the portfolio includes premium red, white, rosé, and sparkling wines. For more information, visit missingthorn.com.

SOURCE C. Mondavi & Family