When Society De La Rassi introduced its first bottle, a Spanish Chardonnay reimagined as a non-alcoholic sparkling Neue Brut, it made a confident statement: non-alc wine can belong on the top shelf.
This wasn’t a startup chasing a trend. It was a considered response to a cultural shift: a growing number of people are looking to participate fully in celebration, ritual, and joy, without the limitations of alcohol.
For founders Steve Jackson and Wesley Davis, that meant building a brand that didn’t have to announce itself as non-alcoholic. One that could sit comfortably alongside Veuve or Moët—not as an imitation, but as its own thing.
“With each Vintage, we want to slow down and reflect on what shaped it,” Jackson says. “Our 2023 bottle was about inspiration. 2024 is about resilience and growth.”
Rosé as a New Chapter
Their latest release, Beso Besa, marks a significant step in the brand’s evolution. A sparkling rosé crafted in the heart of Côtes de Provence, it introduces a new creative direction and a new layer of cultural dialogue for the brand.
Rosé might feel like an obvious follow-up to a sparkling white, but this one is anything but standard. Blended from seven traditional varietals and made using the same dealcoholization process that preserves nuance without additives, Beso Besa is subtle, dry, and lightly aromatic, delivering classic notes of strawberries and cream with a delicate mouthfeel.
“We knew exactly what we wanted: a true Provence rosé in color, structure, and style,” says Davis. “There’s no shortcut to that. It had to be rooted in place.”
Still, because the product is dealcoholized, it can’t officially carry the Côtes de Provence AOP designation, a legal limitation that Society De La Rassi chose to navigate with transparency rather than workaround.
Aesthetic, Not Algorithmic
Society De La Rassi doesn’t build for mass appeal. The brand’s design cues pull more from fashion houses and legacy heritage labels than from beverage startups. Its presence in Michelin-starred restaurants and boutique hotels isn’t incidental. It’s a core part of their strategy.
“We’re not trying to create a viral product,” says Jackson. “We’re creating something that resonates with people who value experience, detail, and design.”
The team is currently planning a campaign for Beso Besa in the French countryside, a move that both highlights the product’s origins and leans into Society De La Rassi’s broader creative goals. As much as it’s a wine brand, it’s also a cultural project.
The Society, Defined
The community forming around the brand—what Jackson and Davis call “The Society”—isn’t defined by any one demographic. It’s a collective of people drawn to intentionality, aesthetics, and alternative ways of celebrating.
Some are sober. Some are curious. Others are just opting out for the night. But what unites them is the desire for something better than a placeholder. “The experience of not drinking is often framed around what’s missing,” says Davis. “We want to flip that. What’s gained when you choose differently? That’s the question we’re interested in.”
That philosophy carries through in every element of the brand, from the language on the bottle (no “zero,” or “mock”) to the decision to maintain a trace amount of alcohol in the final product (under 0.5% ABV), prioritizing mouthfeel and flavor.
Culture First, Category Second
Even as the non-alc space expands and matures, Society De La Rassi remains somewhat category-agnostic. Their goal isn’t to dominate a shelf or convert skeptics. It’s to tell stories.
“We’re not just a bottle with liquid,” says Jackson. “We’re building something that blends art and function. Something that lets people feel included in a moment without needing to justify why they’re not drinking.”
From Spanish vineyards to French ateliers, from Soho House events to Four Seasons menus, the brand is finding traction in spaces where the guest experience matters. Where what’s poured is as considered as what’s plated. And, for those looking to celebrate without the usual trade-offs, it’s a welcome addition to the table.
