Missing Thorn, a pioneering non-alcoholic wine brand from Napa Valley, has officially launched in Canada, marking a significant expansion in response to the country's increasing appetite for high-quality alcohol-free beverages. The brand, co-founded by renowned winemaker Aaron Pott and vintner Stephanie Honig, introduces a collection that includes Still Red, Still White, Still Rosé, Sparkling White, and Sparkling Rosé, all crafted to meet the discerning tastes of mindful drinkers.
The Canadian market for non-alcoholic wines is on a rapid ascent, with projections suggesting it could reach C$68 million by 2030. Missing Thorn's entry into this burgeoning sector is timely, leveraging partnerships with Scott Merwin and Ravenna Wine Imports for distribution. The brand's offerings are distinguished by their natural, vegan, gluten-free composition, and low-calorie content, appealing to health-conscious consumers without compromising on taste or quality.
Since its debut in late 2024, Missing Thorn has experienced remarkable growth, with a 300% increase in sales during the first two quarters of 2025. The brand has garnered acclaim from notable publications and figures in the food and wine industry, underscoring its potential to redefine the non-alcoholic wine category. The New York Times has described its still wines as 'unicorns,' while Food & Wine magazine praised the Rosé as surpassing many traditional offerings.
The expansion into Canada is a strategic move for Missing Thorn, with initial availability in Ontario through Ravenna Wine Imports and online platforms, followed by a broader provincial rollout. Priced between $25–$30 CAD per bottle, the brand positions itself within the premium segment, targeting consumers who seek sophistication and craftsmanship in their non-alcoholic choices. For insights into the non-alcoholic wine market's growth, Allied Market Research provides comprehensive analysis and forecasts.
Stephanie Honig, President and Co-Founder of Missing Thorn, expressed enthusiasm about introducing the brand to Canadian wine lovers, while Aaron Pott highlighted the craftsmanship behind each bottle. Scott Merwin of Ravenna Wine Imports pointed to the 24% growth in the non-alcoholic beverage category in Canada last year, signaling a ripe opportunity for Missing Thorn to captivate the market with its innovative and expertly crafted wines.
