In the world of viticulture, a Swedish woman’s social mission to combat the negative impacts of alcohol abuse has given birth to a non-alcoholic winemaking empire. Moa Gürbüzer, a former social worker-turned-winemaker, is the proud founder of Oddbird, a premium non-alcoholic wine brand that has garnered global recognition since its inception in 2013.
A Social Mission Ignites Innovation
Having served as a family therapist and university lecturer, Gürbüzer was deeply moved by the toll alcohol abuse took on families. This experience ignited a desire to bring about social change, leading to the establishment of Oddbird. The company’s mission is firmly rooted in the belief that no child should suffer the consequences of their parents’ drinking. Gürbüzer’s innovative approach to combating this social issue was to introduce a high-quality non-alcoholic wine option in every household, thereby altering the cultural norms surrounding wine consumption.
Oddbird: Breaking Industry Norms
Despite having no formal training in winemaking and being a newcomer in the industry, Gürbüzer’s passion and determination saw her pioneering the creation of the world’s first premium de-alcoholized wine. At a time when non-alcoholic wines were considered of inferior quality and came with lower price tags, this was no small feat. In her pursuit of creating a superior product, Gürbüzer encountered several hurdles, not least of which was the skepticism and resistance from traditional winemakers in France. However, her conviction remained unshaken, and she eventually succeeded in partnering with high-quality wineries to produce her premium non-alcoholic wine.
Launching the First Oddbird Wine
In 2013, Oddbird launched its first product, a Blanc de Blanc sparkling wine. Despite being non-alcoholic, the wine was praised for its exquisite taste, comparable to early 2000s vintage champagne, with its dry, crisp notes of tart green apple and lemon, and a touch of minerality. Its success in Sweden was a clear indicator of the consumer’s desire for high-quality non-alcoholic options.
Expanding the Oddbird Empire
Over the next decade, Oddbird witnessed an average annual revenue growth of 20 per cent. The brand’s wines are now sold in 25 countries and are projected to sell more than 1.5 million bottles in 2025, a feat typically achieved by only global alcohol brands with big budgets. In the U.S. alone, Oddbird ranks fourth in national volume and is available in popular stores like Trader Joes and Erewhon.
Pushing the Boundaries of De-alcoholization
Oddbird continues to innovate in the realm of de-alcoholization. With a research centre in Alsace, the brand is dedicated to enhancing the quality of non-alcoholic red and white wines. The recent addition of a GSM blend from the South of France and a Spanish tempranillo called Oddbird Addiction to their portfolio is a testament to their commitment to producing premium non-alcoholic wines. The latter, in particular, has been lauded for its balance of dried herbs, oak, smokiness, chocolate and juicy dark cherry, much like a traditional wine.
In a fitting turn of events, the same wine consortiums who once dismissed Gürbüzer’s venture are now approaching her seeking collaboration. Gürbüzer’s story is a testament to the power of conviction and the potential of innovation to disrupt traditional norms – even in an industry as deeply rooted in tradition as winemaking.
