Missing Thorn Gains C. Mondavi & Family Distribution in Premium Non-Alcoholic Wine Partnership

C. Mondavi & Family announced a strategic partnership with Missing Thorn, a premium non-alcoholic wine brand, on October 28, 2026, marking the Napa Valley producer's first entry into the premium non-alcoholic segment. PR Newswire published the announcement. The collaboration gives Missing Thorn access to C. Mondavi & Family's distribution network to accelerate its national expansion.

How the Missing Thorn Partnership Works

Missing Thorn produces premium wines with alcohol gently removed, preserving the complexity, structure and ritual of traditional wine. The brand, guided by winemaker Aaron Pott, begins with fully fermented wine and removes the alcohol. Its portfolio includes premium red, white, rosé and sparkling wines. Under 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.

C. Mondavi & Family, based in St. Helena, California, is rooted in more than 150 years of winemaking tradition anchored in the historic Charles Krug estate. Its brands include Charles Krug, CK Mondavi, Valdo, French Blue, Aviana and Villa Pereire. The company said the partnership reflects the Peter Mondavi Sr. Legacy of innovation and stewardship.

"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."

Stephanie Honig, a Napa Valley vintner and co-founder of Missing Thorn, said the brand was created for consumers who refuse to compromise. "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," Honig said.

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

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. Brown said advancements in winemaking, combined with shifting consumer expectations, are reshaping what defines a great wine experience. "We believe premium non-alcoholic wine has reached a true inflection point," Brown added.

Missing Thorn's wines are described on its company website.