C. Mondavi & Family enters non-alcoholic wine sector with Missing Thorn partnership
Napa Valley-based C. Mondavi & Family has formed a strategic partnership with non-alcoholic wine producer Missing Thorn to expand its portfolio into the sobriety-focused beverage market.
C. Mondavi & Family, the operator of the Charles Krug estate, announced a partnership with Missing Thorn on October 28, 2026. The agreement marks the company's formal entry into the premium non-alcoholic wine segment, a category that has seen rising consumer interest as health-conscious trends reshape beverage sales.
While the financial terms of the deal were not disclosed, the partnership aims to leverage the operational scale and distribution networks of the Mondavi estate to increase the market presence of Missing Thorn. The move follows a broader industry trend where traditional wineries are diversifying their offerings to include alcohol-free alternatives to maintain market share.
The venture reflects a shifting strategy for the family-owned winery, which has historically focused on traditional viticulture in Napa Valley. By integrating Missing Thorn into its business model, C. Mondavi & Family intends to address demand from consumers seeking premium non-alcoholic options that maintain the profile of traditional winemaking.