The Story of Starla: Creating a Foodie Worthy Alcohol Free Wine
More recently the time I’ve spent in the kitchen has been focused less on cooking for family and more on creating a new premium non-alcoholic wine. I recently founded Starla Wines and below is the story of how it all began.
As I am writing the story of Starla, I realize this is more than a founder’s story, it’s a love letter to wine. So, I’ll start by proudly proclaiming that I love wine. I love selecting, uncorking, pouring, smelling, sipping, holding, swirling, clinking, pairing, cooking and serving wine. It’s the ritual of wine that draws me in so deeply and passionately to this love affair – which is where this story began.
In recent years, I felt the need to start placing a greater emphasis on being good to myself. And that meant taking better care of my health: I added workouts into my routine, I started cooking “cleaner-ish”, and I shifted my work focus to passion projects.
I also had to admit that being good to myself meant acknowledging the downsides of enjoying several glasses of wine on a regular basis and how much it had grown into an unhealthy habit. So I began a journey of replacing my beloved wine with better-for-me choices.
I figured there was a simple solution to my dilemma and that there was a non-alcoholic wine in existence that was a worthy substitute for my go-to favorites. After all, there’s a plethora of good non-alcoholic beers on store shelves.
Finding a great non-alcoholic wine was harder than expected. On rare occasions, I would find a lonely bottle in a grocery or liquor store, but it was hit-and-miss at best, and there certainly wasn’t ever a selection to choose from. Even Amazon offered only a few brands. I ordered them all. I tasted them all. I was disappointed with them all. I stopped counting how many wines I tried.
It turns out I was not alone. The 1000+ negative non-alcoholic wine reviews online spoke volumes. But why wasn’t anyone listening? Why wasn’t it possible to find a delicious glass of wine without the buzz?
I did some digging and learned that the non-acholic wine business is wildly convenient and extremely lucrative for wine makers. It’s convenient because it provides a use for excess, unwanted grapes. It’s lucrative because each year MILLIONS of wine lovers like me are joining the ranks of those who choose not to or cannot drink alcoholic wine to quench their thirst for their beloved drink; expectant moms, addiction fighters, health enthusiasts, dieters, and a new, booming sober-curious generation.
As a consumer I felt let down… as wine lover I felt called to help and as a businesswoman I saw an opportunity that I had to pursue.
And that is when a Starla was born. I began a mission to create a delicious, non-alcoholic wine capable of satisfying my adoration for wine with the aspiration of it being joyously consumed by wine lovers who wished to or could not consume alcohol.
In creating Starla I had a two ‘do-not-pass-go’ initiatives. First and foremost, Starla had to be delicious. In-a-glass-on-its-own delicious. Secondly, Starla had to pair brilliantly with food - red with tapas or steak or a white with sushi or pasta.
Through my research and experimentation, I learned that, in order to create a quality wine, I would need to start with fermented wine, then remove the alcohol. This method ensures the mouth feel and texture that is essential in delivering a superb drinking experience.
l also learned not all wine, even really good wine, lends itself to being a good alcohol-free wine. Things like acidity, vegetation stages and the fermentation period all play a part in creating the ideal non-alcoholic wine grape. So I partnered with some of California’s most exceptional growers to secure the perfect grapes to bring Starla to life.
Lastly, I learned when you remove the alcohol from wine, you also take with it most of the body and flavor. Drawing on a lifetime passion of cooking, I created new wine making techniques by introducing natural herbs and botanicals into the process. By using only the finest aromatics I was also able to craft a luscious full-bodied wine with a fraction of calories, sugar and carbs – and of course, none of the alcohol. In all, I vinified three exceptional varietals: Sauvignon Blanc, Sparkling Rose, and a Red Blend, each one with a signature floral nose.
From the beginning, I knew I wanted to take an untraditional approach to branding Starla – to create a completely unique image in the wine industry. One that was undeniably feminine, highly stylized and lifestyle focused. Which lead me to my dear friend and now Co-founder, Jamie Coulter.
Jamie is successful serial entrepreneur, fashion designer and co-owner La Vie Style House in Dallas. With a push towards the beauty and fashion world, Jaime led an amazingly talented design team to give Starla her fashion-forward image, from bottle to brand. The Starla label is a colorful expression of radiant light surrounding our reflective female cameo image known as “Starla”. Starla represents the inner star in all of us and the brand imagery tells the story of how luminous your life can be on your terms, with less alcohol.
This journey has been beyond incredible. Along the way I have heard many heartfelt stories from wine lovers who are choosing to drink Starla – each one as unique as the person telling it. While we all have our different reasons, there is one reason that joyfully unites us, we all share a love for wine.
Cheers!
Dawn Maire
Founder and CEO, Starla Wines