A Conversation with Stephanie Honig on Wine and Trends to Watch

At Missing Thorn, we believe that great wine is only made better by great conversation. We’re honored to feature Stephanie Honig, a seasoned hospitality expert whose career has taken her from Buenos Aires to New York to Napa Valley, and now to the forefront of the non-alcoholic wine movement.

With deep roots in luxury wine sales, brand building, and global communications, Stephanie brings a perspective that’s both steeped in tradition and inspired by the future. We sat down with her to talk about wine, hosting, and the shifting ways people gather and celebrate.

Q: How has your approach to hospitality evolved over the years?

A: To me, hospitality is about making people feel comfortable, seen, and appreciated. It’s in the small things, a warm greeting, remembering someone’s favorite wine, or reading the room. The best hospitality is almost invisible, but it leaves a lasting impression.

I’ve also learned to ask more questions and assume less. Everyone brings different backgrounds, preferences, and expectations to the table. Being aware of that and responding with care makes all the difference.

Q: What makes a wine, alcoholic or not, memorable to you?

A: The most memorable wines are tied to emotion. They take you back to a time, a place, a feeling. I also love when a wine tells a clear story, when you can taste where it came from and sense the intention behind it.

That’s what we’re working to create at Missing Thorn, wines that are full of flavor and feeling, whether or not they contain alcohol. Wines that make you pause, savor, and connect.

Q: The non-alcoholic wine category is booming. What’s behind the growth?

A: It’s a combination of things. First, people are becoming more intentional about their health, but they still want to toast, gather, and enjoy a great bottle of wine. NA wine lets them do that without compromise.

Second, the quality has come a long way. New winemaking techniques and better dealcoholization methods mean the wines actually taste great now. That’s a game-changer.

And socially, there’s a shift happening. Non-alcoholic drinks are no longer seen as second-best. They’re aspirational, stylish, and exciting. People realize you can skip the alcohol and still enjoy the full experience.

Q: Where do you see the category heading?

A: It’s just getting started. Analysts say the NA wine category could reach nearly $5 billion by 2032, and I believe it. Consumers are looking for more choices and better products. We’re here to deliver on both.

It’s a bit like how decaf coffee went from being an afterthought to something premium and intentional. That’s what’s happening with non-alcoholic wine right now. And we’re proud to be part of that momentum.

Q: From your perspective, what makes a wine brand stand out today?

A: Beyond the bottle, it’s about storytelling, authenticity, and emotional connection. Consumers care about sustainability, inclusivity, and how brands engage with the world. A strong online presence helps but at the core, people want to feel part of something bigger than a purchase.

Q: How do you create a wine experience that includes everyone, drinkers and non-drinkers alike?

A: Focus on connection, not just consumption. Offer delicious non-alcoholic options. Use inclusive language. Celebrate togetherness. When people feel seen and welcomed, regardless of what’s in their glass, you’ve done your job right.

Q: What role does wine play in today’s hosting culture?

A: Wine sets the tone. It helps guests relax, signals warmth, and encourages connection. Whether it’s traditional or non-alcoholic, offering someone a glass says, "You’re welcome here. Let’s share this moment."

Q: For someone new to hosting, what’s one tip you always share?

A: Make people feel at home. That matters more than the perfect tablescape or elaborate menu. A warm welcome, thoughtful drinks, and good conversation go a long way. Hosting is about presence, not perfection.

Q: What wine trend are you most excited about?

A: Honestly, the reason we started this company was to help save wine itself. People aren’t walking away from wine because they don’t love it, they just want options that fit their lifestyle. We’re creating non-alcoholic wines with the same care, complexity, and joy as traditional wines.

We don’t want to lose wine lovers to seltzers or sodas. We want them to stay, just with a glass that suits them.

Stephanie’s journey reminds us that wine is about more than tradition. It’s about connection, creativity, and care. As the world of wine evolves, she’s helping lead the charge into a more inclusive, flavorful, and celebratory future.

At Missing Thorn, we’re proud to be part of that future, one glass at a time.