We recently connected with Grant Hemingway and have shared our conversation below.

Alright, Grant thanks for taking the time to share your stories and insights with us today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.

After the birth of our second child, my wife, Natalie, and I found ourselves struggling—like many new parents—to balance raising children, working, maintaining social lives, and more. Amid that chaos, as we searched for ways to remain connected and engaged, we realized we had left something behind: wine. The ritual and allure of wine no longer fit our evolving lifestyle and ambitions. As a winemaker, this loss felt personal, inspiring me to find a solution.

Surveying the current offerings in non-alcoholic wines, I saw a clear opportunity to enhance quality and recreate the essence of wine without the alcohol. Drawing on decades of winemaking experience, I dissected and refined each step of the process until we achieved something a discerning wine lover could truly appreciate. Along the way, we discovered that many others were seeking similar options, and we recognized that mindful consumption—whether for health, personal choice, or other reasons—had far-reaching appeal.

Grant, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I was fortunate to grow up in Northern California, surrounded by a family history deeply intertwined with agriculture. At the pivotal age of 18, as I grappled with choosing a university, I still remember the sage advice my mother offered. She recognized my love of science as well as my spiritual connection to the outdoors. Viticulture and Enology—a field few eighteen-year-olds rarely consider—proved the perfect fusion of chemistry, biology, and the natural world. I couldn’t even legally drink the product I was studying the produce!

After earning my degree, I started out in vineyard management, laying a strong foundation for my career by working directly with the most essential ingredient in wine: the grapes. Eventually, I transitioned into winemaking under the guidance of a mentor who taught me the nuances of minimal intervention, traditional methods, and the artistry behind exceptional wines.

Over time, I observed a generational shift: the pioneers of California’s wine industry began to retire, making way for a new wave of winemakers and entrepreneurs eager to build on their legacy. Meanwhile, the broader beverage industry was undergoing a dramatic surge in innovation, yet the wine category—steeped in centuries of tradition—struggled to captivate contemporary audiences. My innate curiosity, coupled with a dissatisfaction toward the industry’s complacency, pushed me to challenge the status quo. This drive led me to combine my extensive winemaking experience with a penchant for innovation, resulting in some of the earliest ventures into canned wine, low-alcohol options, and now, non-alcoholic wine.

How about pivoting – can you share the story of a time you’ve had to pivot?

The key word here is “pivot.” With Libby, our initial vision and passion centered on creating a product aligned with the mindful drinking or wellness movement. We accurately predicted a growing population questioning their relationship with alcohol. Our first approach to reach this audience was low-alcohol wine. However, as we look back, we recognize an unforeseen challenge: a gap in consumer education and an unclear understanding of when and how they would enjoy low-alcohol products.

After carefully listening to feedback—through direct conversations with retailers, restaurants, and consumers—it became clear that people were already self-regulating their alcohol intake. Meanwhile, non-alcoholic wines did not require the same level of education to understand their purpose and benefits. Though this strategic shift took time, we soon realized that, to genuinely excel at producing top-quality non-alcoholic wines, we had to fully commit to that category rather than straddle both worlds.

Can you tell us the story behind how you met your business partner?

Sometimes you meet someone and feel an instant connection. While the most obvious example of that for me is meeting my wife, another defining moment came when I crossed paths with my future co-founder, John Green, through mutual friends. At the time, we were both exploring a different opportunity, but our first conversation revealed an immediate synergy and a shared enthusiasm for innovation and disruption. Over the following months and years, we stayed in touch, waiting for the right moment when we could join forces to bring our shared vision to life. Ultimately, that moment arrived, and Libby was born.

Contact Info:

• Website: https://www.drinklibby.com
• Instagram: https://www.instagram.com/drinklibby
• Linkedin: https://www.linkedin.com/company/libby-wines

Image Credits

© 2024 Jenna Aloia Photography LLC